Marketing Essentials - Premier Inn Assignment

Marketing
Essentials

INTRODUCTION
Marketing refer to the process of selling goods and services in the market and fulfilling
the needs of the customers or gaining profit. It is an effective tool for the business organisation
because it help in providing satisfaction to the needs and demands of the customers, making
effective relations, creating strong market strategies and help in building a strong brand images
at the market place. Firms can try to get an innovative approach in context of marketing strategy
of business to realised the importance of consumers relationships (Babin and Zikmund, 2015). In
context of an organisation marketing indicates to actions undertaken by a firm to promote the
buying and selling the products and services of the company. This assignment is related to
Premier Inn which is a British hotel chain and the largest hotel brand of UK. This company was
founded in 1987 by Whitbread and headquartered in Dunstable, UK. This hotel operate its
business activities and operations at international level with the help of 785 hotels and with more
than 72,000 rooms. This report will discussed about the roles and responsibilities of the
marketing functions and how these roles and responsibilities of marketing relate to the company.
Further will be defined about the comparison between several ways under which different firm
apply the marketing mix to the marketing planning process in context of attaining objectives of
the business. A basic marketing plan will also produce and evaluate for the company.
TASK 1
P1. Key roles and responsibilities of the marketing function
Marketing refers to a function of the business of a company that help in providing
information about the new goods and services of a company to the community. It is an activity of
selling and buying the products and services of a company in the market to fulfil the needs and
demands of the target audience. To achieve the business objectives in an effective manner, there
are different effective marketing programs are conduct. In Premier Inn, the company deign
effective marketing plans because without appropriate plans and polices no business can make
growth and development in the sales and marketing of the company. In current time, there are
high competition in the market so it is highly required to create strategies and policies which are
good for the business of the organisation (Baker and Magnini, 2016). Marketing is a necessary
function because it help in finding out and fulfilling the demand of the customers to offer
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products according their needs. In Premier Inn, marketing department of the company play an
effective roles and responsibilities which are mentioned as below:
Gathering and analysing market information- It is the major and necessary function of
marketing. In Premier Inn, the marketing department of the company collect information and
data about the needs and demands of the customer that which kind of services they want to
utilize (Bastable, 2016). For example, this hotel is a hospitality organisation so it offer different
kind of services like accommodation and food services etc. So the marketing department of the
company monitor the requirement of the services that which kind of innovation or important they
have need. This hotel operate its business international level so it it can offer its services to
different customers at numerous places or destinations as per their need.
Marketing planning- It is an another function of marketing and the marketing department play
roles and responsibilities through making plans or strategies so that they can fulfil consumers
demands on time and for attaining the business objectives of the company. In Premier Inn, the
marketing department help in planning for designing promotional, business and growth or
development strategies. For example, the company plan to use different promotional strategies
like social media, Facebook, Instagram, Twitter, Web advertisement and others. This help in
creating awareness about the services of the company and attracting various customers.
Product designing and development- It play an effective role in the sales of the products and
services. Because if the company develop and create products and service according to the
requirement of the clients then the firms will able to fulfilling their needs. In Premier Inn, if the
management department of the company will design services according their customers then it
will help in providing competitive advantages to it. In its accommodation services this hotel offer
better room services like attach let-bath room, WiFi, TV, electricity, good cleaning services and
others. Customers also visit for various purposes like travelling, business and other and they stay
in hotels. So they have requirement of meeting room and other. So this hotel can make
improvement in its services and products to this way. It is beneficial for making growth and
development in the business of the company.
Branding- Marketing department play and effective role by doing the branding of the company
so that customers have information about the product and services of the company. In Premier
Inn, the marketing department playing efficient role in branding of the company (Blythe and
Martin, 2019). They design advertisement policies and strategies so that they can provide
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information to the various customers about the different services of the hotel. This department
help in designing or selecting advertisement tools like social media, Instagram, Facebook and
others for the branding of its services. Because now these days people use these functions an
tools so they can easily collect the information about the company and its products and services
and take the befits of them.
Customer support service- Marketing department help in solving the quarries and resolving their
issues by providing them customer support service. In Premier Inn, marketing department play
their roles and responsibilities by solving the issues of the consumers regarding services and
products of the hotel (De Jong, Marston and Roth, 2015). For example, if the customer have
confusion about the services and prices then this department help them by providing clear or
proper information about them and remove their discernment. To minimize and resolve their
quarries and issues, the company can use different customer support services like after sales
services, handling customer complaints, Technical services and others. In after sales services the
organisation can support the consumers through their feedbacks and through face to face
interaction or phone calls, they can support clients.
These all functions of marketing are beneficial for the growth of the firm and help in the
development of the company in terms of increasing profit margins and enhancing productivity.
P2. Explanation of the roles and responsibilities of marketing relate to the organisation
From the above information, it can be monitored that marketing department play an
effective role in the crucial running of the organisation. But it is not easy and possible to work
individually fro accomplishing the business objective of the firm. So it required to support and
work with other functions and department of management which are crucial for developing and
creating plans and policies. In Premier Inn, marketing is an essential business function because it
help in proper running of the company till a long period of time and sustaining inn the market. It
is beneficial that marketing function efficiently work with other function of the business to
generate favourable outcomes in term of profit and growth. With this objective, Premier Inn can
work with different functions and departments which are mentioned as below:
Human Resource department- It is a department which is responsible for the proper
management of the business activities, operations and functions. This department help in
designing rules and regulations of the company (Faßmann and Moss, 2016). In Premier Inn, it is
responsible for developing the plans and strategies for the company so that they can help in the
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running the business of the company. This department has an interrelation with marketing
department because when the marketing department of this company have required to hire
candidates for filling the vacant positions of the company. Then with the help of marketing
department, they provide notification, advertise and share information related to vacant posts. So
with the help of promotional technologies they hire candidates (Jenyo Gabriel and Soyoye
Kolapo, 2015). When there are requirement of employees in marketing department, human
resource department organise or conduct recruitment and selection process to select a qualified
candidate for the vacant posts. If there are ned of training, learning and motivating employees of
marketing department then HR manager organise training, learning and development sessions so
the employees can improvement in their skills and knowledge as per the requirement.
Accounting department- It is an another crucial department of management which is
important and responsible for running the business activities because with out fund and finance
any business can not grow. In Premier Inn, this function is effective for running the business
operations of the company because without the having finance, it can be design services and
products for the company. Finance department of the company manage the fund and have proper
information about that cost which is invest by the marketing department on different activities
like promotion activities about the services of the company. This department handle a variety of
task and work like account reconciliation, invoicing customers, payables processing, budgeting
and others. Accounting department providing fund to marketing department for organising
different activities like internet marketing, sales promotions and others. Accounting department
help in proper budgeting of all these activities and have proper information about the fund which
is invest by the marketing department on the promotional activities like online sales, internet
marketing sales promotion and other.
Research and development department- At present time, there are various kind of
changes occurred in the needs, demands, taste and preferences of the customers. So it is highly
required to the organisations to have information about their needs and desires. To identified
changes in the demands of the clients, organisation need help R&D department so that they can
offer information about the alteration (Lane, 2016)(Mueller and et. al., 2015). In Premier Inn, the
marketing department do its research at small level and find out changes but R&D department
help this department for identifying the changes at large level or global level. So with the help of
it, they can easily conduct the research and analyse the needs of the customers that which of
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services they want and what kind of improvement they have need in existing services of the
hotel.
Sales department- It is a department which is responsible to increase the sale of the
company. This function of the management directly link between an organisation's goods and
services and its customers. This department effectively help in increasing the sales of the
company by designing and creating strategies and polices related to sales. In Premier Inn, sales
department help in increasing the sales and marketing help in bringing people fro buying the
products an services of the company (Muralidharan and Raval, 2017). This hotel has well trained
sales staff which help the company to make improvement in its sales to build good relation with
the customers who come in the door and call over the phone. Marketing help in providing
information to the people through websites, message, phone and others so that they can getting
attention and take benefits of them and making improvement in the sales.
After monitoring all these functions of management, it can be determined that different
roles and responsibilities of marketing relate to the various functions of management and they
are helpful for the growth an d development of the company in several aspects.
TASK 2
P3. Comparison between the ways in which various organisations apply marketing mix
Marketing Mix-
It refers to the combination of factors that can be controlled and managed by an
organisation to encourages the clients to purchase its goods and services. In context of an
organisation, it can be a process of putting or establishing a right product, in right place, at right
time with right price. The 7P's of marketing of Premier Inn is as following:
Product- It refers to an item which is develop and manufactured by a company to provide
satisfaction to the needs and demands of the target audience of the company. Product can be
tangible or intangible as it can be in the form of services and goods. In Premier Inn, there are
various products and services which are provided by the company to its customers such as rooms
which include furniture, beds, mattresses, free Wi-Fi and others. In its services, they offer food
and beverage services, pubs, cafe, beefeater etc.
Place- It indicates to that place where these products and services are available and in the
reach of the customers (Nirschl and Steinberg, 2018). So that they can take benefits and able to
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purchase of them. In context of goods and services, these places can be supermarket, stores,
online sites and others. In context of Premier Inn, these places refer to those destinations where
this hotel provide its services. This hospitality organisation provide its services various nations
like United Kingdom, Ireland, United Arab Emirates, Qatar, India, Germany etc.
Source: Marketing mix,(2019).
Price- It basically refer to that amount which is pays by the clients and consumers to the
products and services. It is a most crucial factor of marketing mix because it help in maximizing
the profit of the firm. In Premier Inn, the management of this hotel follow, penetration pricing,
premium pricing for the sales of its quality services.
Promotion- It is an another essential component of marketing because it help in
increasing the barns awareness, images, reputation and sales (Okumus and Cetin, 2018).
Basically this factor is beneficial for the providing information about the products and services
which are providing by the company. In Premier Inn, there are various promotional channels
like social media, Facebook, Instagram, TV, Web advertisement etc. which are used by the
management of this company.
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Illustration: Marketing mix

People- This component of marketing mix refer to the employees and target audience of
the firm. In the firm, workers are important because they help in delivering the services and
running the business of the firm (Pappas, 2017). In Premier Inn, people indicates to the
employees of the company. There are 428 workers that help in running the business of this
company. This company offer quality services at affordable prices so there are numerous
customers.
Process- It indicates to the whole activities of manufacturing goods and services. In
context of an organisation, it can be a process or system of producing products. In Premier Inn,
it refers to the entire act and actions of designing and offering services to its potential customers.
Physical evidence- It is an effective component of marketing mix because it refer to the
effectiveness of the products and services. In Premier Inn, this factor refer to the effectiveness of
the service for example, this organisation belong from hospitality sector, so the rooms are
construed with good furniture, lighting, cleaning and other required services.
There is a comparison which can be make by the organisations for the better
understandings of the marketing mix to the effective marketing planning process to attain the
business objective. To compare the ways, the management must chose those organisations that
belong from same industry. Premier Inn and Holiday Inn both belong from hospitality industry
and the comparison of them as defined below:
Marketing Mix Premier Inn Holiday Inn
Product There are numerous services
provided by this company like
good rooms which are
constructed with better
furnitures, bed, table and
others, Wi-Fi, mattresses, TV,
Telephone, cleaning services
and others (Pike, 2016).
In this organisation, the
management of the company
offer better room services
included free Wi-Fi, LCD,
telecommunication services,
easy check in system and
cleaning services etc.
Price It refers to that amount which
is offered or paid by the
customers in exchange of
In Holiday Inn, the
management of the company
follows premium pricing,
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goods an d services. In this
hotel the management of the
company follows skimming
and penetration pricing
strategies for its services.
economic and penetration
pricing strtaegies for the
products and services of it
(Pike, 2015).
Place Premier Inn operating its
business activities in Ireland,
United Kingdom, United Arab
Emirates, Qatar, India,
Germany and others.
This hotel provide its services
in Brazil, Rio De Janeiro,
Europe, America, Middle East,
Africa, Asia Pacific and others.
Promotion It is an activity of providing
information about the products
and services of the firm. In
Premier Inn, there are different
tools and channels like social
media, Facebook, Instagram,
TV and others are used by
used by management for
creating awareness.
In Holiday Inn, the
management of the company
used different channels of
promotion such as web
advertisements, Twitter, social
media and others to aware its
target audience with bits
products and services.
People There are 428 employees who
are helped in running the
business of this hotel
effectively and numerous
target audience who are taking
benefits of its services.
In Holiday Inn, there are 171
employees who are working in
the company and make their
contribution in the proper
running of the firm (Holiday
Inn's Number of Employees,
2019).
Process In Premier Inn, the company
use or provide a service of
online and offline booking of
the rooms. It also use online
The management of this hotel,
followed easy check in or
check out process. They also
use online booking and develop
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payments, internet banking
and others.
mobile application so that
customer can easily take the
benefits of its services.
Physical evidence Within this firm, the
management offer quality
services like good room
services, cleaning services,
easy check in and payment
services.
In Holiday Inn, the company
offer effective room services,
food & beverage services,
payment services, cleaning and
other services (Piñeiro-Otero
and Martínez-Rolán, 2016).
TASK 3
P4. Production and evaluation of a marketing plan for a company
As discussed above, the Premier Inn is a British hotel chain which provides the
accommodation facilities to its customers. Marketing plan is a detailed documentation which are
prepared by the organisation when they bring in new product or services. This plan highlights the
different strategies, tactics, actions, etc. which will be used by the company in order to market its
new products. Therefore, the new product which will be brought in by the Premier Inn is salon.
The hotel has already spa facilities but now it is thinking to launch its own salon services not
only in hotel but also outside the hotel. This salon will provide various services to the people like
hair cut, waxing, manicure, pedicure, facial, clean up, etc. For this, the Premier Inn hotel will
develop new marketing plan with the help of SOSTAC model.
SOSTAC Model
Situation analyses: Under this, the Premier Inn will examine and analyse the internal
and external business environment which can have a crucial impact on the operations of the
company. For this, the hotel will conduct the SWOT analyses.
SWOT Analyses
The SWOT stands for strength, weakness, opportunities and threat where it depicts the
internal strength and weakness for the company and external threat and opportunities, by
conducting SWOT, the Premier inn will be able to measure the competitive position of the
company and by taking that into consideration, the strategic planning is done (Pride and Ferrell,
2016). The following is the SWOT analyses of the Premier Inn hotel:
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Strength
 Strong brand recognition in the market
of UK which helps them in bringing
more and more customers.
 They are highly in budget of the
customers and provides various
services in minimum prices.
 The hotel has different range in
different parts of the country which
makes it known to the local customers.
Weakness
 Due to the higher level of competition
with various global brands, the hotel
has minimum market share.
 They have limited profit margins due to
the spread of business in few countries
only (Puddle, 2015).
Opportunities
 The Premier Inn has the global
opportunity for expanding the business
in global market.
 It has an opportunity to enter into new
product line like salon.
 They can give special seasonal offers to
the customers in order to increase the
sales.
Threat
 Higher level of competition with brands
like Holiday inn, Marriott, etc.
 Reduction in travelling and tourism
because of threat of terrorism.
Objectives: Under this, the business objective are set for the new product which is
brought in by the Premier Inn hotel which is SMART that is specific, measurable, accessible,
reliable and time bound.
Mission: The mission for the new product of salon which is being launched by the
Premier Inn hotel is “ to provide a friendly, personalised services to the customers with the team
of highly expertise and professional people”.
Vision: The vision of the company is “ to be the salon where each and every individual
will feel comfortable and every customer leaves with a feeling of immense satisfaction”.
Business objectives: The objectives is SMART where the company aims :
 To maximise the sale by 10% with the new product of salon by the end of 2019 (Purvis,
2015).
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 To increase the revenue and profits by 5% with the new product by the end of 2019.
Strategy
Under this step of SOSTAC model the Premier Inn will use segmentation, targeting and
positioning strategies for the new product which is being introduced by the company that is
salon.
 Segmentation: The term segmentation divides larger market into similar characteristics
such that it can be combined. Therefore, under this, the Premier inn will segment the
market on the basis of demographic factors, behavioural factors, etc. Under demographic,
it will target those customers who have lower or middle income, on the basis of age it
targets all age group people including kids, adults, senior citizens etc. On the basis of
gender, it target both male and female (Rancati, Gordini and Capatina, 2016).
 Target: The targeting is concerned with providing the market for the product and
services which is being introduced by the Premier inn hotel. Therefore, the hotel will not
only target the male and female but there are various events which are organised in the
hotel like fashion show, weddings, etc. So the hotel will target all those people and
provide them with complete grooming.
 Positioning: It is the way through which the product is to be marketed in the market.
This is the strategy which will help the premier inn in setting itself distinct and unique in
the market. For this, the unique selling proposition for the hotel is providing customised,
affordable services without compromising with the quality.
Tactics
Under this, the Premier Inn hotel will use the marketing mix strategies for the new
product which is being launched by the company for the new product. They are those tactics
through which the company is able to make people aware of the new product which is being
launched by them.
 Product: The product is the physical aspect which is served by the Premier inn hotel. In
this, the new product which the company is selling is salon services where the customer
will get complete transformation of their looks and style.
 Price: It is one of the most important aspect because customers are price conscious. The
Premier inn will adopt Competitors pricing strategies where the prices of each products
and services will be set below its competitors (Ryom and et. al., 2016).
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 Place: The place is the location where the services or product has been reached to the
customers. Therefore, the Primer inn will provide the services of salon in their hotels and
also in different areas of the country.
 Promotion: The promotion is the method which helps in making people aware about the
companies products and services. Therefore, the Premier Inn will use different
promotional tools and techniques like advertisements, demonstrations, vouchers,
coupons, discounts, etc. in order to attract customers.
Action
Under the action, the Premier inn will concentrate on taking various steps like offering,
discount pricing etc. for improving the sales and profitability of the company (Zimmerman and
Blythe, 2017). This is important for the company in order to sustain in the competitive market.
The budget which will be require to set up this new product of salon includes Euro 40,000.
Control
The Premier inn will use various measures in order to keep control on the operations of
the company. With the proper observation of the operations and activities of marketing plan the
management of the company can monitor it. It will regularly monitor that the process is going as
per the plans and if any deviations arises then corrective actions will be taken by the company.
CONCLUSION
As per the above information it can be analysed that marketing is an effective function
for different organisations because it help in effective running of the company. Marketing help in
increasing the sales and productivity of the firm and make development in the growth of the
company in term of profitability. This department is interrelate with the different functions of a
company and it the help of them make contribution in the growth of the firm. Marketing mix is a
tactics and a strategy which is used by the management of the company to resolve temporary
issues which make contribution in achieving the aims and objectives of the organisation.
Marketing plan is effective for the development and expansion of the business by analysing the
needs of the customers and producing goods according to them which provide satisfaction to
them.
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