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:- ConductMarketanalysestoexaminevariousopportunitieswhichareprevailingwithin marketplace. It basically involves identifyingcustomers’ needs and requirements. After effective evaluation of market, nextstep 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 selectingtarget market is to develop and frame strategies of marketing. As it helps in attracting customers by promotional and adverting tools in effective manner.
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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 whichisdesignedtosupportmarketingdecisions.Themarketinginformation 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 ofPremier 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:Thisisconcernedwithperformingdifferentactivitiesbymarketing 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 improveprocess 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 ofPremier 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 canbeimprovedinpositivemanner.Thisclearlydepictsinterrelationshipofboththe 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 ofPremier 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 ofthisdepartmentimprovessalesperformanceofPremierInnwhichmaximisestheir profitabilityaswell.Thisinteractionbetweenmarketingandfinancedepartmentshows interrelationship with one another. MarketingandHumanResourceDepartment:Humanresourcedepartmentand marketingdepartmentofPremierInnhotelisinterrelatedwithoneanotherasthey
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collaboratively work together for maximising business performance of Premier Inn. It has been seen that human resource department ofPremier Inn recruits effective workforce for marketing department so that their new hired employees easily promotes services ofPremier Inn among customers which results in improvement of business performance of the hotel. 2
P3 Marketing Mix of Premier Inn and Holiday Inn Marketing mix refers to the effective framework that is being used by business organisation in developingbetterstrategiesforthecompanysothattheycouldimprovetheirbusiness 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 effectivecomparisonhasbeenconductedbelowindetailedmannersothatmaximum information can be gained by the Premier inn. Premier InnHoliday Inn ProductPremierInnmainlyoffers services to its customers within theirpropertypremises.The accommodationfacilityofthis 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 alsoprovidestransportation facility to its customers so that they can easily enjoy their trip in theireveryvisittoareas.The main aid of this company is to providesatisfactoryservicesto customers in order to make them loyal with the company for longer period of time. Products and services offered by Holiday Innarequitesatisfyingandhighin 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 requirementsandprovidethembest servicesuchashygienefoodpantry, online and offline booking and payment facilitates. Apart from this,managers of thehotelpersonallyattendeachand every guest, so that they feel comfortable and provide them satisfying experience. PriceThepricesoftheservicesofIncaseofHolidayInn,priceofthe 3
Premierindependonthe economic condition of the nation. The company in offering effective services to its customers at lower pricesinordertoinfluence interest of customers towards the companyforlongerperiodof time. The company also tries to itslowertheirpricesin comparison of its competitors so thatcustomerscangivemore preferencetotheminsteadof rival company. products and services offered by them dependsuponthecurrentmarket situations. If there are large number of competitorcompaniesavailableatthe 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 theyprovidegoodqualityservicesto their customers. Apart from this, some of the customers have a mind-set that high price services are quite satisfying . PromotionSales promotion is mainly used by this Hotel to influence interest ofcustomerstowardsthemfor 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 toolcategoryascompany forwards discount emails to their customersforattractingthem towards the hotel. For promoting the products and services offered by Holiday Inn, marketing team of the company adopt modern marketing method.Theypromotetheirbrand throughonlineportalswhichincludes 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 peopletowardstheircompany.Also, they provide discount facilitates to their regular customers, so that they can retain them for a long period of time. PlacePremierInnischainofhotels 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.Theyestablishtheirbrandin amplenumberofcountrieswhich includes America, Africa, Asia-Pacific, 4
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and India. Customers of all these places are served with quality of servicesforfulfillingtheir satisfaction level. MiddleEast,Europeandmanymore. 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. ProcessEmployees of Premier Inn follow equivalentprocessacrossthe world in order to provide exact similar services and satisfaction level to its customers. In HolidayInn, staffmembersof the companyfollowastructuredprocess whileaccomplishingtheirtask.Along with this, managers provide training to themonaregularbasisinorderto provide high quality to their customers. PeopleManagement team of Premier Inn is taking both employees as well ascustomerasitscorepeople who are treated equally by the company.Thecompanygives severalofdiscountoffersto customersforenhancingtheir satisfactionlevel.Inorderto sustain customers loyal with the company,itmainlyfocuseson 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. Forthis,theyconductssomeregular based meetings and training sessions for employees in which proper guidance is providedtoeachandeveryemployee through which their skills and knowledge can be attained. As aresult, 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 canbeseenintheformof common uniform of employees at every hotel. This helps customers inexperiencingfamiliar experience at every visit. In case of Holiday Inn, infrastructure of thehotelisquiteattractiveandstaff members are in well dressed uniforms. Withthehelpofthis,customersfeel friendly and experience quality services with positive environment. 5
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 thathelps any organisationto achieve goals and objectives of the company. There are few aspects which have to be considered while implementing a marketing plan and these consistsofmarketresearch,budget,competition,strategies,goals,marketingmix,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 tobecomeone of the best hotel of London and this will help this hotel to increase its profit and sales. The Premium 6
Inn hotel requires a SMART objective for fulfilling the requirement of increased market share. A SMART objective isspecific, 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 Innto 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. Behaviouralsegmentationincludesoccasionsegmentation–Thishotelcanuse 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 7
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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 inis 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 thatitcandealinforeignmarket 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 easyhotelandIbiswithinthesame 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. 8
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 advancehowtodistributeitsfundsinvariousorganisationalactivities.Followingtable communicate the budget plan of Cadbury: Marketing budget Particulars1st year2nd year3rd year4th year5th year Initial money60008500120001450018350 Investment1200014000255003200013500 Total600022500375004650031850 Marketing outlay Promotion65003200430033003250 Sales publicity22002100330022002000 Sample distribution42002500600030004650 Total1290078001360085009900 9
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. 10
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