Roles and Responsibilities of Marketing Function: Premier Inn Case Study

This study explains the key roles and responsibilities of the marketing function in the context of Premier Inn, compares how different organizations apply the marketing mix to achieve business objectives, and evaluates a marketing plan for Premier Inn. It includes a PESTLE analysis, SWOT analysis, and budget for the marketing plan.

Unit 2 Assessment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Explain the key roles and responsibilities of the marketing function.........................................1
Explaining roles and responsibilities of marketing relate to the wider organizational context. .2
Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................3
Marketing plan for the specified organization............................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is one of the significant function of the organization that pay attention on
promoting the goods and services in turn achieving business objectives can become possible. In
the current era, it is important for the business to pay attention on developing effective technique
of marketing so that higher profitability and sustainability can be derived. The current study is
based on Premier Inn which is one of the successful organization operating in hospitality sector.
It will pay attention on explaining roles and responsibilities of marketing function and in wider
organization context, comparing how different organization apply marketing mix to achieve
enterprise objective sand evaluating marketing plan.
MAIN BODY
Explain the key roles and responsibilities of the marketing function
There are different kinds of the role which are played by the marketing function which helps
the organization to gain significant ability to compliance with prevailing requirements of
business.
 The one of the significant role that is played by marketing function in the company
involves having effective market research so that relevant outcomes to get understanding
about customers requirement can become possible.
 Effective communication with customer can be developed by having appropriate level of
marketing techniques (Sarkum and Syamsuri, 2020). This can help the organization to
get the significant ability to provide the crucial information in turn accomplishing
objectives like aware audience, greater market share, etc can become possible.
 It is responsible for the organization to pay attention on developing the coordination
among all the departments which can be effectively done by having the marketing
function into business. Tacking trends & monitoring competition can properly done by
having the relevant information so that accomplishing aim of offering reliable goods and
services can become possible.
 Marketing function has the roles and responsibilities of identifying the customer
requirement, satisfying their needs, ensuring higher profitability via generating greater
revenue, motivating firm to bring innovative products formulating strategic plan, etc. for
example- Premier Inn as being one of the international organization pay attention on
having significant efforts to keep its customer satisfy by enabling them to receive the
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reliable insights about the offered products and services through having effective
marketing strategy which contributes in meeting higher profitability and revenue.
 The other kinds of the roles and responsibilities which are executed such as helping to
improve sales, formulating good brand image, etc. in turn better information can be
provided to develop to enhance goodwill of firm. For instance- Premier Inn pay attention
on conducting actions that can increase its sales and profitability via enabling buyers to
get insights about its competitive edge.
Explaining roles and responsibilities of marketing relate to the wider organizational context
There are distinct form of the organization that has different kinds of the objective which
motivates to implemented highly effective strategy so that achieving leading position can
become possible. For becoming successful organization it is important for the enterprise to give
emphasis on having effective marketing procedure that involves product, price, place,
promotion, people, process and physical evidence.
In the wider organization context, it can be interpreted that there are various types of the
goals which are formulated in order to offer quality service to customers (Tien, Phu, and Chi,
2019). For meeting this, objective sit is important for the organization to give emphasis on
developing relative marketing processes via focusing on all crucial elements like product, place,
etc. in turn attaining significant competitive position can become possible. There are several
roles which are performed by wider enterprise that includes planning & executing the proper
marketing models through having desirable level of control in respect to derive predetermined
objectives.
International organization need to pay attention on surety that their marketing techniques
are complying with the prevailing standards so that irrelevant legal complications can be
avoided (Gama and Casaca, 2019). The set of responsibilities which accomplished by the
marketing function of the wider organization that involves catering customer needs, identifying
needs of customers. Monitoring and managing social media, conducting customer and marketing
research, creating content providing search engine optimization, helping the firm to increase
sales processes, communicating & coordinating with all the departments so that higher
profitability & sutsinab8lity can be derived. On the basis of this it can be interpreted that in the
wider organization such as mentioned, firm pay detention on completing all the specified roles
and responsibilities so that higher productiveness can be attained.
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Interrelation of marketing with the other departments
marketing and finance are interrelated with each other as implementing any promoting and
adverting strategy required to coordinated with the availability of the funds. Marketing
department needs to follow the formulated budget by the finance departments so that optimum
utilization of resources to get desirable objective scan become possible.
 Marketing and human resource are related as HR play role of recruiting the workforce
for accomplishing the duties such as selling & distributing, conducting content writing,
etc by ensuring that right candidate is placed at right job (Nwaubani, sianta and Zelka,
2019).
 Marketing and production department are considered to be highly integrated as
producing new products can be properly done via getting the corrective information from
the promoting & advertising activities. This allows meeting customer requirements in
organized and higher effective manner.
 Marketing and legal are found o be conducted due to having ability by organization to
eliminate irrelevant aspects that can arise due to non-compliance with the established
standards for executing ethical activities
 Marketing and customer service work together to make the customers satisfied so that h
feedback for conducting action can be obtained to make changes.
 Marketing and IT ensure that these both are coordinated to offer the reliable service to
customer so that attaining goals with relevant application can become possible.
Comparing the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing planning process is related with having the relevant actions into the considerations
such as setting goal, conducting market research, auditing results, determining budgets, etc.
different kinds of the organization pay attention on applying different marketing mix which can
be understand from the below comparison.
Marketing mix
(7Ps)
Premier Inn Hilton
Product It offers different types of
rooms m for distinct customers
(Marketing mix of Premier Inn,
It offers services for meeting the
requirements such as meeting,
wedding,, banquet hotels, restaurants,
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2022). There are distinct form of
services offered such as review
of TV, Wi-Fi, drinks, etc which
makes its successful in
hospitality sector.
food beverages by dividing into the
category such as h core, facilitating
and supporting products.
Price It uses different kinds of the
rates for distinct visitors such as
flex, semi flex advance, standard
and non flex rate.
The set of pricing approach that is
taken into considerations includes
strategy matrix, penetration, skimming,
etc in different geographical area
(Rosário, 2021).
Place In the UK, the specified
organization possess 800 hotels
through taking reservation from
website and offline bookings.
It is established in 103 countries and
highly target exclusive segment of
society via ensuring significant ability
to meet market forces.
Promotion There is a lot of money Invested
by the organization for
marketing that involve radio,
print media, digital & social
media, etc which is allowing
attracting customers.
It focuses exclusive on customer
attraction & satisfaction n through
using different marketing techniques
such as using both tradition & digital
techniques to have higher outcome.
People The people of the organization
are commitment to corporate
social responsibilities so that
achieving the organizational
objective with maintaining the
competitive edge can become
possible.
It pays attention on the loyal costumers
via getting commitment from the
buyers through offering quality
performance. There is successful
execution in all departments due to
availability of skilled employees.
Process Hotel website app, search
engine for the referred location,
booking hotels, etc are the
Considered to be the best hotel chain in
world due to its maintenance of h
effective quality, reducing cots,
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crucial processes of the firm. distribution system, etc. so that higher
profitability can be obtained.
Physical Evidence This comprises physical
environment of the specified
organization that involves nice
logo, plus rooms, etc,
This involves having presence of
having significant properties across the
globe, having effective hotel booking
chains, website to incline reach and
evidence in market.
On the basis of this, it can be articulated that how tow different organizations applies the
marketing mix into the process.
Marketing plan for the specified organization
Overview of the company:
Premier Inn operates as the service hotel chain in the different locations of the UK. The
company is planing to offer security of luggage through installing the alter offering system that
can be attached at the time of checking and removed while checking out through focusing on
having robotics so that higher accuracy can be maintained.
Vision:
To give affordable service with maintaining quality so that positive impact on customer
can be provided.
Mission:
to place everywhere to reach potential buyers via making meaning contribution to
customers and communities so that significant growth can be attained.
Objectives:
 To incline the customer share via increasing marketing efforts by 10% at the end of year
 To improve customer satisfaction by 15% within six months via offering quality
performance.
 To get higher profitability via obtaining 10% more conversion rate through inclining
efficiency & effectiveness to meet customers' requirement of safety & security.
PESTLE analysis
Political factors
Changes on tax rate, political stability,
Economic factors
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imposition of law, etc. has positive impact on
company.
GDP, purchasing power, saving, interest,
employment, etc. rates are highly affecting the
stability in the hospitality sector so attention
should be paid on these.
Social factors
Changing trends & preferences, cultural
values, easy accessibility, beliefs, attitude,
online & centralized reservation, security,
quality standards, etc. play major role in
affecting the processing of specified firm
Technological factors
Technological upgradation & emergence on
digital platform is positively affecting the
Premier Inn.
Legal factors
The set of roles and regulations of hospitality
industry about the sourcing, compliance with
standard, etc. has higher extent impact on
functioning.
Environmental factors
Accessing to resources, reducing carbon foot
print and declining pollution and having
effective wastage management is exerted by
firm that favourably impact organization.
SWOT analysis
Strength
Higher level of customer satisfaction,
network of supply chain, more focus on
market and having effective skilled labour
force (Premier Inn SWOT Analysis,
Competitors & USP, 2022).
there are different lacking areas such as lack
of technological implementation and not
presented as global operator.
Opportunity
It involves more strategic tie ups,
international market grabbing, higher brand
image, digital presence, etc.
Threats
higher competition and threat legal
compliance
Marketing mix
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 Product: There are different kinds of services such as offering rooms, drinks, restaurants,
etc.
 Price: Distinct pricing strategy such as competitive by having compliance with flex,
semi flex, etc. requirements of business so that higher profitably can be attained
 Place: Domestic market and taking bookings from online platforms such as social media,
business based platform.
 Promotion: Both traditional & digital techniques such as email, direct, etc. marketing
technique to attract higher customers.
 People: Qualified and skilled labour force is serving as competitive edge.
 Processes: There are distinct processes such as booking rooms, offering service, etc. so
that higher service can be offered.
 Physical evidence: the set of quality providing furniture and website to incline sales,
profitability, etc.
STP approach
 Segmentation: it can be done on the basis of geographical behavioural, psycho and
demographic (Malik and Aggarwal, 2022). Premier Inn will pays attention on having
psycho graphic and behaviour segment to attract customers.
 Targeting : Those customers who have objective of keeping their belonging safe and
having efficiency in meeting their visiting objective
 Positioning: On the basis of quality performance and affordable price.
Budget
Particulars Amount £m
Rent 55000
communication expense 20000
transportation costs 21000
selling and distribution expense 44000
administration expenses 40000
marketing and promotional expenses 30000
Supervisor fees 40000
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Technical supervisor fees 500000
installing of required equipment
expenses 700000
Salary of staff 350000
Training & development cost 200000
Total 2000000
Monitoring and control
With help of implementation regarding variance analysis and KPIs so that standards set for
having quality performance via eliminating deviation can become possible.
CONCLUSION
From the above report it can be concluded that marketing is one of the significant
function that plays different roles and responsibilities. The current report ha involved effective
communication, improve sales, formulating good brand image, et. The current report has
involved marketing mix such as pricing, promoting, product, place, processes, people, etc. by
comparing Premier Inn and Hilton. The current study has involved marketing plan via involving
SWOT, PESTLE, etc. so that depth understanding can be derived. s
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REFERENCES
Books and Journals
Gama, A.P.D. and Casaca, J.A., 2019. The balanced scorecard approach in evaluating the
marketing function. International Journal of Business Excellence. 19(2). pp.267-284.
Malik, R. and Aggarwal, R., 2022. Innovative Marketing and Consumer Behavior: A Systematic
Literature Review. SAMVAD. 23. pp.87-93.
Nwaubani, J.C., Tsianta, A. and Zelka, M., 2019. A Quantitative Research on The Effectiveness
of The Implementation of Supply Chain Management, Logistics & Marketing
Function-The Greek Paradigm. European Journal of Business and Management
Research. 4(6).
Rosário, A.T., 2021. Based Guidelines for Marketing Information Systems. International
Journal of Business Strategy and Automation (IJBSA)0. 2(1). pp.1-16.
Sarkum, S. and Syamsuri, R., 2021. The role of marketing function for competitive
advantage. Calitatea. 22(180). pp.32-39.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international
business strategy. International Journal of Research in Marketing Management and
Sales. 1(2). pp.134-138.
Online
Marketing mix of Premier Inn. 2022 [Online]. Available through:
<https://howandwhat.net/marketing-mix-premier-inn/>
Premier Inn SWOT Analysis, Competitors & USP. 2022. [Online]. Available through:
<https://www.mbaskool.com/brandguide/tourism-and-hospitality/14052-premier-inn.html>
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