P2. Explain how roles and responsibilities of marketing relate to the wider organizational

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1: Different roles and responsibilities performed by Marketing department.......................3
P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context....................................................................................................................................5
LO 2.................................................................................................................................................7
P3: Comparison of marketing mix of two different companies of same sector.....................7
Tactics applied by Premier Inn for accomplishing the goals...............................................10
LO 3...............................................................................................................................................11
P4 Development of a basic marketing plan..........................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a method that is used by organisations for promoting their offerings in
market along with making good brand image of themselves in marketplace. In other words, it is
an activity which is used for attracting large number of customers towards specific products or
services of an organisation. In addition, this method is also used by firms so as to making good
relations with the customers in marketplace. Present assignment is based on Premier Inn Hotel
which is a British Hotel chain and provides hospitality services to the customers. Hotel was
founded in 1987 and now 787 branches of hotels are working in several nations i.e. UK, UAE,
India etc. This report will discuss about the roles and responsibilities of marketing department
within the organisation and business environment. Interrelation of Marketing with different
departments of firm along with tactics which are used by organisations so as to promoting their
products and services in market. At last, a marketing plan will also formed in this report.
LO 1
P1: Different roles and responsibilities performed by Marketing department
Marketing division of each organisation carry out several roles and responsibilities so as to
strengthening the firm in marketplace. This division plays very important role in growth and
success of organisation along with it, it also attracts and retain the customers by satisfying their
needs and wants through delivering products and services in market effectively. Marketing
division of Premier Inn also performs several roles and responsibilities so that growth and
success of organisation can be maintained in marketplace (Bhalerao and Kamble, 2015).. In
addition, it also provide discount coupons and other offers to customers on their bookings so that
their loyalty can be maintained towards organisation and its services. There are some roles and
responsibilities which are adhere by marketing division of Premier Inn. These are discussed as
below:
Customer satisfaction: It can be considered the major role of marketing division in which
they are responsible for ensuring customer's satisfaction through providing effective products
and services. In Premier Inn, their marketing department also performs this role effectively by
satisfying the needs and demands of customers through taking their feedbacks and managing
social media accounts of organisation. With the help of accounts and feedbacks, they determines

issues of customers which guides them to make changes in products and services so that
customer's satisfaction can be ensured in marketplace.
Market research: This role is also carried out by marketing division of each organisation
so as to grabbing knowledge regarding the current trends and preferences of customers. In
context of Premier Inn, this role is also played by their marketing division in which they
conducts market research so that changes which are prevailing in market can be identified easily.
This is beneficial for Premier Inn as through conducting market research marketing division
provide actual information about the needs of customers and market trends to the several
departments. So that, desired changes can be done accordingly which leads the firm towards
growth and sustainability in market (Blythe and Martin, 2019).
Managing marketing budget: It is also an effective role that is played by marketing
department in which they have to form budget so as to execute marketing activities. In Premier
Inn, their marketing department also keeps eyes on current market trends along with needs of
customers so that desired objectives or targets can be achieved successfully. Determination of
marketing trends are important because customer's needs can be changed according to time so
that marketing division of Premier Inn have duty to manage the funds for marketing activities or
form budget accordingly. In addition, marketing managers of Premier Inn also analyse situations
so as to forming effective marketing budget so that organisation can achieve desired growth and
success in market (Functions of marketing. 2017).
In context of Premier Inn, some roles and responsibilities in marketing environment are
also adhere by their marketing department which are discussed as below:
Developing marketing strategies: This role is also performed by marketing division of
Premier Inn in which they develop policies and strategies so as to carrying out the marketing
functions effectively in the competitive marketplace. With the help of strategies and policies,
promotional and other marketing functions are conducted by them effectively that leads the
organisation towards growth and success in market (Coombs, 2012).
Brand equity: Marketing division of Premier Inn is responsible for developing and
maintaining brand equity in marketplace. This is done by them through attracting large number
of customers towards offering of Premier Inn by using several promotional tools such as digital
marketing, TV advertisements etc. This role posses positive impact on the brand image and value

of organisation which leads the firm towards higher customer base and sales figures in
marketplace.
Monitoring of market environment: Marketing division of Premier Inn is responsible for
monitoring each activity of marketplace so that if any change is required then it can be
implemented at the workplace accordingly. In context of Premier Inn, hotel have build good
brand image in marketplace therefore, marketing department have responsibility to monitor each
activity or function of marketplace as it will support the Hotel in providing better satisfaction to
their guests during their stay (Fırat, 2013).
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context
Premier Inn is a big firm in hospitality industry as its branches are established in several
developed nations i.e. UAE, UK, USA etc. due to which it has maintained good brand image
among its competitors. In order to managing each functions and operations in effective manner,
several departments are formed by management of Premier Inn. In these divisions, marketing is
the main department because it not only related with each department of hotel but also supports
them in managing their functions so that desired goals can be achieved successfully. Interrelation
of marketing with other departments of Premier Inn are given as under:
Marketing and Human Resource department: HR division of Premier Inn is responsible
for hiring eligible and experienced candidates for hotel so that better contribution can be taken
for them in satisfying the needs of guests. Whereas, marketing segment of Premier Inn is
responsible for using promotional tools so as to attracting large number of eligible candidates for
vacant position of hotel. For e.g. digital marketing experts are needed within the Hotel so as to
promoting offerings of firm in vast areas of market (Griffin, Noble and Durmusoglu, 2014). In
which, HR manager of Premier Inn is responsible for framing attractive job description and
provide it to marketing division for advertising it on different kind of job portals so that
experienced and eligible candidates can be attracted for filling the vacant position of hotel. In
return, HR division have also responsibility to conduct interviews for candidates and selects the
best one among them. Therefore, it can be said that both divisions are interrelated with each
other and provide effective support to Premier Inn in achieving their goals and objectives.
Marketing and Finance department: Finance division of Premier Inn have duty to
formulate effective budget and managing expenses so that each operations of hotel can be carried
out effectively. Whereas, marketing division of Premier Inn is responsible for conducting market

research along with using promotional tools so that customers can be easily attracted towards the
offering of firm. These both divisions of Premier Inn are interconnected with each other such as
marketing department of Premier Inn wants to carrying out investigation in marketplace so that
current trends in hospitality sector along with needs of customers can be identified successfully.
In order to conduct this research, appropriate amount of funds are needed by marketing
department which will be fulfilled by taking support of finance division of Premier Inn. By
taking support from finance department of Premier Inn in form of funds, marketing division will
be able in conducting investigation in marketplace successfully that leads the organisation
towards growth and sustainability in market (Jena, 2017).
Marketing and Housekeeping Department – Marketing division of Premier Inn is
responsible for promoting products and services in market whereas, housekeeping department of
Hotel is responsible for maintaining cleanliness in each area of hotel premises. These both
divisions are interrelated with each other such as marketing department of Premier Inn is
responsible for attracting large number of guests towards offering of hotel and housekeeping
have duty to manage each things along with cleanliness in each area of hotel and guest's room.
So that, when guests will check-in the hotel then good image of hotel services will be formed in
their mindsets. These divisions are interrelated with each other because if housekeeping division
will not perform their roles effectively then it posses wrong impact on the brand image of hotel
which is not beneficial for hotel in terms of customer base and sales figures. Therefore, good
interrelation between housekeeping and marketing is essential as it supports the hotel in
achieving their desired goals and objectives in pre-determined time-frame (Jena, Kennedy and
Parsons, 2014).
Importance of interrelationship – Interrelation between each division of organisation
are very important as it not only assist the organisation in meeting the needs and wants of guests
but also leads the Hotel towards high customer base and market share. For e.g. if finance division
of Premier Inn will not provide adequate funds to the marketing department of hotel then staff
members of marketing department will not able in performing their role effectively which posses
negative impact on the overall performance of Hotel. Therefore, it is highly significant for
management of Premier Inn to form better interrelation among their all division so that desired
growth and success can be achieved easily in marketplace. Apart from that, if high interrelation
is prevailing in workplace of Premier Inn then management of hotel have to face delays in

decision-making process that will negatively impact on the brand image of firm in market. So it
is very important for managers of Premier Inn to monitor each activity of employees so that they
performs their functions carefully without engaging in other entertaining activities.
LO 2
P3: Comparison of marketing mix of two different companies of same sector
Marketing mix is a process in which several strategies and policies are formed by
organisations so as to attracting customers for purchasing products. In order to gain
competitiveness in market, it is highly important for managers of Premier Inn to make some
effective changes in their current marketing plans as compare to their rivals which will leads
them towards ahead from their rivals in marketplace (Marketing Mix, 2017). In marketplace,
Premier Inn is facing tough competition from their rival i.e. Holiday Inn which is also providing
same services and engages in similar sector. 7Ps of marketing-mix of both these organisations
are given as below:
Elements Premier Inn Holiday Inn
Product Premier Inn is one of the
largest hospitality organisation
across the UK that offers
different facilities to their
guests. Hotel offers food, Wi-
Fi, Swimming pool to their
customers so that they didn't
feel embarrassed while staying
in hotel. In addition, Hotel
provides services such as
normal, premium and luxury
as per the budget of customers.
Due to which high brand
image is maintained by Hotel
in marketplace (Khan, and
Adil, 2013).
Whereas, Holiday Inn is also a
huge hospitality organisation
of UK that provides different
kind of services to their
customers. Offering of the
hotel includes free internet
access, AC rooms, amusement
parks for children etc.
furthermore, Hotel is highly
focuses on needs of their
guests due to which several
activities are organised within
the hotel premises so as to
providing good experience to
guests during their stay. That's
why the hotel is mostly

preferred by the families
Price Managers of Premier Inn is
following premium pricing
policies so as to attracting rich
class individuals. Apart from
that, Hotel also provide rooms
and desired facilities to
customers on the basis of their
budget or requirements.
While, Holiday Inn is
following both premium and
economic pricing so as to
setting price of their facilities
and services. Hotel have also
segmented their facilities in
three parts i.e. economic, mid-
range and premium.
Promotion Hotel uses several kind of
promotional tool in order to
attracting their customers.
Main promotional tool which
is used by the Hotel that is
Social media platforms as it
helps them in promoting or
marketing their products and
services in easy manner.
Premier Inn also use discount
coupon in order to increase the
demand of their offerings.
Hotel also takes supports
external advertising agencies
for promoting their offerings
because they have high
coverage.
While, social media platforms
are also used by Holiday inn
so as to spreading awareness
about their offerings in
marketplace. Organisation also
uses traditional marketing
tools such as they advertises
their services and facilities in
Bill boards, TV, Magazines,
Hoardings etc. Organisation
also organises several
promotional campaigns in
order to attracting customers
along with spreading
awareness among the
customers regarding the social
issues (Marshall and Johnston,
2011).
Place Premium Inn Hotel is
operating their functions in
several nations such as UAE,
Hotel is providing their
services throughout the world.
Hotels are also situated in

USA, Ireland, UK etc. due to
which large number of
customers are attracted
towards their services. Some
of their branches having sea
facing whereas, some are
located in high lavish cities
such as Dubai, Paris etc. due to
which customers are more
attracted towards offering of
hotel.
premium and highly famous
cities like London, Mumbai,
Paris etc. Main purpose of
company behind establishing
hotels in these cities is that,
these cities are famous for
heritage and natural
attractions. Along with it,
Citizens who are living in this
cities having good standard
and can easily afford the
services of hotel.
Process Hotel also uses several process
so as to providing best
experience to their customers
such as picking the customers
from their locations along with
dropping them on their desired
place. Customer services for
resolving queries of guests,
cab services for site-seeing etc.
All these process are used by
Hotel to ensure best
satisfaction from customers
(Ragas and Culp, 2017).
While, Holiday Inn also uses
several process so as to ensure
customer's satisfaction. These
processes of hotel includes
dropping and picking the
customers, room cleaning,
customer services for solving
queries and issues of
customers.
People Employees of Premier Inn are
highly dedicated and devoted
towards organisation. They
having better communication
and decision-making skills due
Hotel highly focuses on
satisfying needs of customers
due to which Skilled and
knowledgeable employees are
working who have experience

to which they provide each
information to customers and
provide maximum contribution
for fulfilling needs of
customers during their stay.
of long time of serving needs
of customers. Company also
provides training and
development to customers on
regular basis so that their
performance can be improved
for satisfying the needs of
customers.
Physical evidence Premier Inn having beautiful
interior and exterior which
attracts the customers most.
Some of their branches are
situated at beach of sea
whereas, some are located at
high mountains that
automatically makes good
physical evidence of Premier
Inn in the mindset of
customers.
Management of Holiday Inn
highly believes in attracting
customers along with
satisfying their desired needs.
Due to which they have
developed beautiful interior
and exterior in their premises
so that customers are highly
attracted towards their
products and services. Some of
their hotels are located on
Beaches due to which large
number of customers are
always attracted towards
services and offering of hotel.
Tactics applied by Premier Inn for accomplishing the goals
Management of Premier Inn is applying the segmentation tactics so as to achieving their
preset goals easily. For this, they have segmented the large number of customers on the basis of
their needs, income level or demographics through this, they will be able in making changes
accordingly. In addition, organisation is also using social media marketing so that information
about offerings and facilities can be spread in vast area of market (Scarborough, 2016).
Managers of hotel have also framed smart objectives so that desired goals or targets can be

achieved in successful manner. For this, they also providing training to their employees so that
their efficiencies and competencies can be improved for satisfying the desired needs of
customers. However, these all activities are time taking and costly because of which company
have to face delays in achieving objectives but after successfully implementation of tactics
desired goals or objectives will be easily achieved by Hotel.
LO 3
P4 Development of a basic marketing plan
Marketing plan : It is the blueprint to the company for the execution of marketing
activities It is a operational document of the business which outlines the marketing strategy and
tactics that a company is going to use in near future . It is an advertising strategy which helps the
organisation in launching a new production. Company like Premier Inn should focus on
marketing plan as it will allow them to identify the marketing and advertising strategy, current
marketing position of the company, avoiding future uncertainties and to ensure the success of
new products or services provided by the company to their potential customers so that the
customers can get full satisfaction. In current Scenario, Hotel wants to adopt artificial
intelligence in their working so that better satisfaction can be provided to their guests during
their stay (Simkin and Dibb, 2013).
Overview of Premier Inn – Premier Inn is the largest hotel brand with more than 70,000
rooms and 730 hotels. It is known for providing excellent services to the customer with their
best efforts. The company is planning to launch a new product that is artificial intelligence to
improve the quality of products and services to an extreme level by competing their competitors.
Situation:
Swot analysis : It is a strategic planning which is generally used by companies or person
to know their strength and weaknesses and what are the opportunities and threats available to
them .
Strength Weakness
 They are highly innovative.
 Provide differentiated brands ,products
and services.
 Lack of low cost brands.
 High level of competitors available
globally.
Opportunities Threats

 Increase innovations in technologies.
 More and more demands for rooms and
hotel in UK.
 Intense competition with their
competitors .
 Rapid changes in governments policies.
PEST analysis: These are the factors within Premier inn which would affect the working
of Premier inn. It stands for political, economical,social,technological,legal and environmental.
This is a techniques or we can say tool which is used by marketers to identify the external forces
that impact the businesses . PESTLE analysis is generally used by the new entrance to know the
market conditions.
Political – Marketing plans and decision are affected by some changes in political
environment including VAT, taxes and other government policies . Reduction in VAT rate will
be beneficial for Premier inn to survive in UK economy.
Economical – the rise in inflation rate will also affect the productivity level of Premier
inn as if there is rise in general price level it would increase the cost of production to the hotel.
Social – It includes customers belief, attitude , behaviour . Though a customer always
seek to have a better experience at hotel there must be a peace in the environment and should
provide facilities according to the requirement of customers (Wirtz, Tuzovic and G.
Kuppelwieser, 2014).
Technological: Premier inn using cutting edge technology that have significant impacted
on all the operation of the business. The concept of partnering with you tube , snap chat to create
content that does not only allow the brands to capture consumer mind but also enhance the
technology driven business.
Objectives : Premier Inn should have smart objectives to launch their new products and services
which should be -
 Specific - Company tends to increase its market share from 65% to 85% by launching its
new products and services.
 Measurable- Company seeks to measure the size , purchasing power , segments to
achieve the standard.
 Attainable : The company has decided to hire skilled persons to achieve the target within
a short span of time .
 Relevance : To increase the profitability of the firm from 70% to 90% within 8 months.

 Time bound : It has estimated the time period for the success of artificial intelligence
within 7 month.
Strategies :-
Segmentation : For new product it will consider geographical sector where the people
live . To launch Artificial intelligence ,Premier inn has to wisely choose the segment where the
people are more literate and are more familiar to the recent technology that it is going to install in
their business of providing services through robots.
Targeting: Premier inn would target the countries and people where people are more
conscious about technologies , luxury living to establish their artificial intelligence.
Positioning – When a company want to attain a position for its product and services, they
must find out the divergent customer value preposition that will give company a competitive
edge effectively build a position.
Tactics
Marketing mix : Premier inn uses the tool marketing mix for new product development,
to increase product portfolio, to become dynamic, to improve business and to become different
from its competitors.
Product : premier inn successes is dependent on how well a company satisfies a
customers needs and want and covers the larger section in the market than its competitors.
Price : Here the company may charge high for the product or services and gives a
customer luxurious product and services that satisfies the needs of customers.
Place : Premier inn uses world most powerful , effective and efficient distribution
channels which has made a trust of customer in their brand. The internet is one of the best
sources which provides with premier inn menu , location , product and services on internet.
Promotion : For promoting its products and services the company uses online
marketing , however some businesses still use the old traditional prints and mass media. Premier
started a new champaign targeted at young travellers whom the rival has failed to attract .
People : Premier inn has realised to have right person for the right job so that they can
provide them training which can lead to satisfaction of customers expectations.
Process : Premier inn ensure that they provides the better product and services in their
different way , however customers are not at all concerned with how the business operates but
rather how good and services satisfies them (Lipsman and et. al., 2012).

Physical evidence : Premier in says that they provide extreme quality of good and
services to the customers which gives customer a long lasting experience and memories of
always wanting to come back to have that feel of elegance .
Action plan
Budget allocation: Management of Premier Inn have estimated an amount of €700, 000
for successfully implementing this idea. This amount will be used for different purposes like
purchasing of tools, hiring trainer, developing systems etc.
Forecast
Cost: The cost for the implementation of this new idea is as follows:
Particulars Amount (€)
Marketing 150000
Trainer and operator 200000
Equipments 300000
Safety measures 50000
From the above forecasted budget of €700, 000, 150000€ will used for marketing
activities, 200000€ will spend on hiring trainer or operator, 300000€ will be used for purchasing
machineries and systems for artificial intelligence whereas, other 50000 will be used for safety
measures.
Control
For controlling the whole execution, Management of Hotel have decided to take support
from Key performance indicators and Gantt chart. As this will help them in managing or
controlling each activities of project effectively.
CONCLUSION
From the above discussed report, it has been summarised that marketing division of
organisation plays various important roles so as to making growth and success of firm in
marketplace. This division of firm determine needs of customers and provide them services
accordingly so that their satisfaction or loyalty can be enhanced towards offering and services of
firm. It is also important for marketing department to make good interrelation with other
divisions so that desired goals can be achieved successfully. Marketing mix is a technique that

allows the organisation to make effective changes in their working structure so that
competitiveness can be gained in marketplace. It is also concluded that formation of marketing
plan is very beneficial as it allows the company in adopting necessary changes for satisfying the
needs of customers effectively.