Marketing Essentials - Premier Inn Assignment
Added on 2021-02-20
17 Pages5313 Words61 Views
MARKETINGESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................3LO 1.................................................................................................................................................3Roles and responsibilities of marketing department/function................................................3Interrelation of different organisational function with marketing function............................6L0 2..................................................................................................................................................7Comparison of marketing mix of two different organisation.................................................7LO 3...............................................................................................................................................11Basic marketing plan for achieving the organisational goals...............................................11CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................17
INTRODUCTIONMarketing refers to the study of managing and exchanging the relationship amongcustomers and companies in order to ensure satisfaction of both. It is the major component forthe business organisations for gaining quick growth and success. Marketing function in anorganisation is focused on satisfying the needs of customers by attracting them throughadvertisements and promotions. Taken firm for this assessment is the Premier Inn which is UKbased hospitality organisation. This organisation is the UK's largest hotel brand having morethan 72,000 rooms and 785 hotels. The company is also having operations in other countriessuch as United Arab Emirates, Ireland, India, Germany etc. This report assessment will cover theexplanation of different roles and responsibilities handled by the marketing department of anorganisation along with the interconnection of other organisational functions with the marketingdepartment. This report will also cover the comparison among with the marketing mix of twodifferent organisations and develop a marketing plan for achieving the desired organisationalgoals.LO 1Roles and responsibilities of marketing department/functionThe marketing department in an organisation is responsible for performing several rolesand responsibilities through which the organisational goals can be attained properly. Thisdepartment is also responsible for managing and improving the brand image of the firm so thatthe companies can sustain in the market for long run (Baker and Magnini, 2016) The Premier Innis also having an effective marketing department which perform their functions in effectivemanner. Through this effective marketing department, company has successfully expanded thebusiness operations in various countries. The roles and responsibilities of marketing departmentare discussed below:Define strategic marketing plans: Strategic marketing plan is the document in whichobjectives, strategies, actions etc. were discussed for the project which should be executed by themarketing department. This marketing plan is beneficial for marketing department in conveyingthe different aspects of project to employees and other departments as well as to develop a futurecourse of action for marketing the product. The marketing department of Premier Inn is also
developing the marketing plans in alignment with the organisational strategies and provide themto the higher authorities for fulfilling the requirements.Social media monitoring: This is also done by the marketing department in which theytrack the behaviour and attitudes of their customers through different social media platformssuch as Facebook, Twitter, Instagram etc. by posting the images and videos for taking theirreactions. The marketing department of the Premier Inn is also performing this role in which theydetermine the latest memes and trends going on social media platforms and develops theircampaign accordingly for attracting the customers (Bhalerao and Kamble, 2015).Development of promotional strategies and campaigns: This is also the role ofmarketing department in which they develop the promotional campaigns and strategies to carryout the promotions for attracting the customers. This role is effectively done by the marketingdepartment of Premier Inn in which they determine the trends among customers through socialmedia for developing the strategies and campaigns accordingly. The company is also focused ondeveloping the social campaigns for creating awareness among the customers regarding thebrand.Marketing mix- It is the tool which is used to plan and analyse the marketing conditions in thesystematic and appropriate manner. Marketing mix is generally used to promote the products andservices of the organisation. With the help of this tool Premier Inn will be able to make betterplans and strategies for sustaining in the market for longer period of time. Various factors ofmarketing mix are discussed below- Product- There are various kinds of services offered by the organisation to its potentialcustomers. Some of the major services of Premier Inn include Wifi, swimming pool,etc. Itsservices are offered to high, middle and low class people. Plans and strategies for its services aremade according to need of customers. Place- Hotel is currently operating its business in various parts of the world. The hotelsof Premier Inn are located near to mountains, sea and also at eco friendly locations. Due to thishotel is able to attract more and more customers. Price- The hotel is aiming at deciding the prices of its services according to the payingcapacity of its customers. This means Premier Inn is using premium pricing policy, this is the
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