Marketing in Hospitality: A Comprehensive Analysis of Premier Inn's Strategies

Marketing in Hospitality
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Table of Contents
Introduction.................................................................................................................................................4
LO1: Task 1.................................................................................................................................................5
1.1: Describe the marketing process and discuss the concepts of marketing, including customer focus
marketing using examples from drawn from your chosen company........................................................5
1.2: Explain and assess the macro and micro environmental environments that influence the marketing
decisions in the hospitality sector............................................................................................................7
1.3: Evaluate the relevance of consumer market in the hospitality sector................................................9
1.4: Discuss why it is useful to segment the consumer market and identify appropriate market segments
to target using your chosen hotel as an example....................................................................................10
M1: An effective approach to examine and research the micro and macro environment of the chosen
organization is applied and effective judgement is made on its impacts................................................12
D1: Conclusion regarding the appropriate market segments are arrived at through synthesis of facts and
ideas and justified..................................................................................................................................14
LO2: Task 2...............................................................................................................................................15
2.1: Examine the marketing mix variables applicable within the hospitality and assess the importance
of marketing mix components or variables and discuss how you would use them in repositioning your
hotel.......................................................................................................................................................15
2.2: Analyse the role of various pricing policies and strategies used by businesses using your chosen
organization as an example....................................................................................................................17
M2: Appropriate techniques and methods are used to analyze the various pricing policies and strategies
in relation to the chosen hospitality organization...................................................................................18
LO3: Task 3...............................................................................................................................................19
3.1: Explain what is meant by promotional mix and evaluate its role in your chosen organization.......19
3.2: Plan an advertising campaign for your chosen organization with appropriate promotional
objectives and justify.............................................................................................................................20
3.3: Analyse the role that sales promotion and public relations play in your organization....................21
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M2: Relevant theories and or models are used to identify and link the hotel’s promotional strategies in
responding to the market conditions......................................................................................................22
M3: Appropriate structure and approach are used to carry out the advertisement campaign.................23
LO4 : Task 4..............................................................................................................................................24
4.1: Discuss the relevance and importance of undertaking a marketing research in your chosen
organization...........................................................................................................................................24
4.2: Undertake market research for an appropriate product or service...................................................25
4.3: Analyse and propose a different media for marketing your hotel using its luxury suites to business
executives..............................................................................................................................................27
4.4: Evaluate and discuss the implementation the proposed marketing plan in your organization.........28
D2: Substantial activities and projects are planned, managed and organised to undertake marketing
research and to present the findings with charts....................................................................................29
D3: New and innovative thoughts are applied in the analysis of a range of media and choosing the
appropriate one for the campaign..........................................................................................................30
Conclusion.................................................................................................................................................31
References.................................................................................................................................................32
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Introduction
In this report, the marketing process has been discussed along with the macro and micro
environments which affect the performance of Premier Inn. The relevance and importance of
consumer market have also been evaluated along with the benefits of market segmentation to
Premier Inn. The report also analyses the different components of marketing mix along with their
importance and at the later sections, an advertising campaign has been drafted in order to
promote Premier Inn Business segment offered by Premier Inn to its customers. The report also
contains a discussion regarding the role of sales promotion and public relations and in the last
part, market research has been conducted and the results have been analysed.
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LO1: Task 1
1.1: Describe the marketing process and discuss the concepts of marketing, including
customer focus marketing using examples from drawn from your chosen company
Marketing Process
This involves ascertaining the opportunities, selecting the target market, and developing the
marketing mix and managing the overall marketing strategy. This process is followed to
understand the needs of the customers and provide those services so that customers’ are attracted
towards the accommodation and other facilities provided by the company (Milichovský, 2015).
There are four steps of marketing process are:
Figure 1: Strategic Marketing Process
Source: (Smartsheet, 2018)
Situation Analysis:
In this, the firm analyses the various opportunities that can be utilised to fulfil the customers’
needs as well as identify the abilities of the firm to provide those facilities. This analysis enables
the management to ascertain the external and internal factors in which the firm operates by using
the management tools such as PESTLE and SWOT analysis (Adewale, et. al., 2013).
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Marketing Strategy:
After analysing the opportunities that can be utilised to provide the facilities to satisfy the
customers’ needs, a strategic plan to pursue these opportunities has to be developed. The
marketing strategy involves marketing segmentation, selection of the target market, positioning
the product or service, and value proposition to the target market.
Marketing Mix Decisions:
The marketing mix strategies are developed in order to take the crucial decisions for:
 Development of the product or services: specifying, designing, and providing the initial
services
 Developing pricing strategy
 Strategy of providing these services in all locations
 Strategy for promoting these services
Implementation and control:
At this stage, the new services have been designed and offered to the customers. The results of
developing the new services have to be monitored closely and changes have to be made quickly
so that the there is a continuous process of improvement. This helps to improve the quality and
efficiency of the services provided to the customers.
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1.2: Explain and assess the macro and micro environmental environments that influence
the marketing decisions in the hospitality sector.
Marketing Environment:
This involves the internal and external factors or variables that influence the decision-making
process of the management in order to maintain the healthy relationship with the customers as
well the stakeholders involved in the business. The marketing environment in the hospitality
industry consists of two factors, which are micro and macro environments (Yam, 2016).
Figure 2: The Impact Of Micro and Macro Environment Factors on Marketing
Source: (Oxford College of Marketing)
Micro-environmental factors:
These factors are those which are closely associated with the company and management has the
ability to control and manage them for achieving the business objectives. These are suppliers and
vendors, stakeholders, customers, employees and staff working in the hotels, research and
development, and market. The management takes the decisions in order to minimise the
expenses incurred and control the wastages so that quality of the services can be enhanced and
the services can be provided at lower costs. For instance, while selecting the suppliers, the
management identifies those suppliers who can provide the materials and equipment required for
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the hotel at lower costs. This ensures that the services can be provided at lower rates without
compromising in the quality of these services.
Macro-environmental factors:
These factors also influence the managerial decision-making process but the firm cannot manage
and control these factors. These are political, economic, natural, technological, social and
cultural factors. For instance, economic factors play an important role in the ability of the people
to spend motivates them to avail the best services and if the income is lower customers may
prefer not to avail few services. These impact the revenues generated by the company. Also,
political stability of the region attracts a number of visitors and the visitors avoid visiting those
regions where there is political turmoil. Both these factors cannot be controlled by the company
but play a significant role in the performance of the company (Ahmad, 2012).
Hence, Premier Inn has to consider all the above factors before finalising the marketing strategy
and develop the plans in order to maintain the competitiveness of the firm even during the
uncertain market conditions.
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