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

This report delves into the marketing strategies employed by Premier Inn, a leading hospitality chain, to understand its success in a competitive market. It examines the marketing process, analyzes the macro and micro environmental factors influencing the hospitality sector, and evaluates the relevance of consumer market segmentation. The report further explores the marketing mix variables, pricing policies, and promotional strategies adopted by Premier Inn. It also includes a detailed analysis of an advertising campaign designed to promote Premier Inn Business, a segment targeting corporate clients. Finally, the report concludes with a comprehensive market research study, analyzing the effectiveness of various media channels for marketing luxury suites to business executives.

Marketing in Hospitality
1

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
2

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
3

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.
4

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).
5

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.
6

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
7

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.
8

1.3: Evaluate the relevance of consumer market in the hospitality sector.
The consumer market refers to the direct utilisation of the services by the customers rather than
reselling those. The strategy of the hospitality industry is directed towards providing the services
directly to the customers. The various services are designed after ascertaining the tastes and
preferences of the customers since the priority of the customers varies according to their
perceptions (Premkanth, 2012). The relevance of the consumer market has been evaluated as:
Long-term relationship: The strategy of Premier Inn is to build a long-term relationship with
the customers by providing the quality services to them. This enables the company to sustain in
the market for a longer period of time.
Satisfaction: The strategy of the company should not just focus on catering to the needs of the
customers but to exceed them. This enhances the satisfaction levels of the customers which
results in increasing the value and goodwill of the company.
Customer-orientation approach: Since customers enable the company to generate revenues,
the policies and strategies developed by the firm should direct towards providing the best
services to the customers. This involves training the staff to provide effective services and also
the ways in which the customers’ queries can be answered professionally.
Value chain: This aims at providing the best services at lowered rates which enables to enhance
the competitiveness of the firm (Premkanth, 2012).
Decision-making: The management has to take appropriate decisions by ascertaining the
changing trends and customers’ tastes and preferences.
The firm has to design and develop the services that have to be provided to the customers after
ascertaining the above points so that only those services can be provided which attracts
customers.
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.
Market Segmentation:
This can be defined as a process in which the customers are divided into sub-groups on the basis
of their tastes and preferences or characteristics of the consumers. The customers are divided in
order to design the services provided by Premier Inn by targeting a specific group of customers
so that the expectations of the customers can be met. This ensures that the firm develops the
ability to provide the services to all groups of customers in order to enhance their satisfaction
levels (Premkanth, 2012).
Advantages of Market Segmentation
The advantages of segmenting the customers into different sub-groups by Premier Inn can be
evaluated as:
Enhances the quality of the services:
In a competitive market scenario, it becomes difficult for Premier Inn to satisfy the customers
since every customer has different expectations and providing the limited services may result in
generating lower satisfaction levels and may result in generating lower income.
Up-selling of services:
The services designed can be promoted at different stages which enhance the goodwill of the
hotel group. For instance, the customers’ who arrive for the business purposes may be provided
with additional services such as portable chargers and providing additional refreshments during
conferences (Premkanth, 2012).
Strategies related to price differentiation:
The various products can be developed as per the amount paid by the customers to avail the
services. For instance, Premier Inn offers the facilities depending on the type of accommodation
facilities opted which are segmented into regular, deluxe, and premium. This ensures that the
10

costs are fixed depending on the types of services provided and also enables to control the costs.
This also helps to prevent over-charging on the services availed. The premier services can be
charged at higher levels since customers’ will have the ability to spend which enhances the
revenues generated by Premier Inn.
Higher Market Share:
By providing the additional services, Premier Inn will be able to generate more revenues as well
as enhance its goodwill and reputation. This enables the firm to explore new opportunities for the
business and to explore new markets.
11

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.
Premier Inn has to develop the strategies for ascertaining the micro and macro environmental
factors in order to effectively promote the services. In order to analyse the micro environment
SWOT analysis can be conducted (Madsen, 2016).
Strengths Weakness
 Brand Name
 Availability of the required resources
including manpower
 Expertise in the hospitality sector
 Government support towards
promoting tourism in the region
 Ability to generate higher revenues
 Inability to expand its operations to
other foreign
 Limited number of options to
customers while availing services
Opportunities Threats
 Expanding to other foreign markets
 Ability to provide additional services
 Profit realisation
 UK is one of the prime attractions of
the customers
 Growing competition in the hospitality
sector
 Fluctuations in the tastes and
preferences of the customers
 Technological changes
The external factors can be ascertained by using PESTLE analysis, which is:
Political: There is a political stability in the region and hence, visitors are attracted towards the
region and the government has implemented measures to provide safety and security to the
customers.
12

Economic: There is at present economic uncertainty related to Brexit and hence, the sterling
pound has lost its value and hence, visitors have to pay additional expenses.
Social: The visitors have the ability to spend and hence, they will be able to avail the premier
and deluxe services provided by the company (Ahmad, 2012).
Technological: The customers are attracted towards the company since it provides the customers
will wide range of services such as online reservations, use of payment gateways, etc. This
enables customers to avail the services easily.
Legal: The government has formulated various policies in order to protect the consumers such as
Safeguarding Vulnerable groups Act 2006, Border, Citizenship, and Immigration Act 2009.
Environmental: These are the factors that affect the natural environment; hence, Premier Inn
should develop strategies which promote sustainable business practices to ensure effective use of
resources without degrading the natural environment.
13

D1: Conclusion regarding the appropriate market segments are arrived at through
synthesis of facts and ideas and justified.
Market segmentation is crucial for Premier Inn while providing the services since this ensures
that the customers’ expectations can be met. It also helps to prioritise the services as well as to
manage the costs since the costs for availing the services can be fixed according to the services
required by the customers. For instance, the company provides varieties of accommodation
services such as airport hotels, short breaks, etc. in order to cater to the needs of different types
of customers (Premier Inn, 2018). Short breaks include facilities such as sight-seeing, shopping,
and hiking and others for families to enjoy their holidays and enjoy their leisure periods. The
customers are charged depending on the time duration spent on these holidays and different
facilities that have to be provided are planned accordingly.
14

LO2: Task 2
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.
Marketing Mix
This can be defined as the process which enables Premier Inn to design the products and services
that are offered to the customers effectively by analysing all the components that are necessary
for its success. The marketing mix components are:
Product:
This is a product or service that has been designed in order to satisfy the requirements of the
customers or a group of customers. Before developing the service or product, the management
has to perform an extensive research to ascertain the demand for the service. The target market is
studied and the features of the services are analysed to check if the product or service will be
able to resolve the issues that are faced by the customers. Hence, in order to be successful, the
product or service should be the solution for the issues or problems faced by the customers
(Anusha, 2016).
Price:
The pricing strategy has to be effectively designed in a manner that the customers are not over-
charged and also ensures the profit realisation for Premier Inn.
Place:
The location of conducting the business is essential since customers should be able to access the
services effectively. Premier Inn has selected its operations effectively and the accommodation
facilities are provided in throughout UK cities. This is one of the major aspects of its success
(Anusha, 2016).
15

Promotion:
The products or services have to be promoted effectively and various channels have to be used in
order to create awareness among the customers. The use of technology, such as social media
platforms can be used to promote the services to a large number of people in a cost-effective
way.
People:
Employees and staff are an important part of an organisation since they help the management to
realise overall objectives by performing various tasks. Hence, Premier Inn has implemented
policies which aim at providing the required services to its staff.
Physical Evidence:
This is one of the important factors since customers are attracted towards the business which has
a physical location which ensures that the company is genuine and provides the services. The
headquarters of Premier Inn is located in London and customers can visit the office as per their
convenience (Anusha, 2016).
16

2.2: Analyse the role of various pricing policies and strategies used by businesses using
your chosen organization as an example
Premier Inn has to develop effective pricing strategy in order to generate revenues as well to
provide the services in a cost-effective manner. The management has to consider various factors
before finalising the pricing strategy such as competitors’ price, costs incurred while developing
the product or service, the current demand for the product or service, and determining the
attitude of the target market.
The different pricing strategies adopted by Premier Inn are:
Premium pricing:
Premier Inn uses this strategy while providing the unique services which have a competitive
advantage over other service providers. It is usually charged higher because of the quality of the
services that are provided to the customers and hence, the company is able to realise more profits
from such services. For example, Premier Inn Business is a facility that has been developed to
provide additional services to corporate and provides facilities for arranging seminars,
conferences including the equipment required for presentation (Rohani, 2012).
Penetration Pricing:
This strategy is used to attract more customers by providing discounts and coupon facilities to
the customers. For instance, the company provides discounts by way of Sunday Savers which
enables the customers to avail the services at discounted rates (Premier Inn, 2018).
Economy Pricing:
This pricing strategy is used by Premier Inn by providing the services in bulk quantity. For
instance, the company offers the facility of preferential Business Flex rates if the corporates
spend more than 10,000 pounds in a year.
17

M2: Appropriate techniques and methods are used to analyze the various pricing policies
and strategies in relation to the chosen hospitality organization.
Pricing is one of the important factors which enable the business to sustain in the competitive
market and hence, Premier Inn has developed different pricing strategies by analysing the
different needs of the customers. For instance, premium pricing strategy is used while providing
specialised services which have an advantage over the competitors. This strategy ensures that the
customers are additionally charged which enables the firm to realise more profits (Rohani, 2012).
The company also provides coupons and discounts in order to attract more customers and to
create awareness among the customers regarding the different services that are offered by the
company. For instance, Sunday Savers is an offer pricing wherein customers can avail the
services at nominal prices and enjoy their weekend by staying at the hotels.
18

LO3: Task 3
3.1: Explain what is meant by promotional mix and evaluate its role in your chosen
organization.
Promotional Mix can be termed as a combination of various marketing and promotional elements
chosen by Premier Inn to educate and communicate about the services provided by the group to
its existing and potential consumers. Promotional mix contains various elements that enable an
organisation to achieve the desired goals and objectives by spreading information about the
services to the consumers. A balanced promotional mix encompasses various promotional
elements within the budgets and the time period allotted to accomplish the desired goals. The
elements of a promotional mix include Advertising, Personal Selling, Sales Promotion, Public
Relations, Direct Marketing, Corporate image, Sponsorship, Guerrilla marketing and Product
Placement (Gurol, and Bilen, 2015). Promotional mix is also considered as a subsidiary or an
extension of the concepts of Marketing Mix. The promotional mix has emerged as an effective
tool for the hospitality industry as it enables to widen the scope of advertising and promoting the
services and products by the organisations.
Promotional Mix plays a vital role in any industry. The hospitality industry is a developing and
expanding industry with various services being included within its orbit each day. The
promotional mix is one of the basic elements of the marketing mix which is Promotion. It creates
equilibrium within the marketing mix and provides with the inclusion of various policies and
approaches towards executing the marketing mix and its policies. It enables to build awareness
and creates the brand presence of Premier Inn in the local and global areas of the market.
Through the application of promotional mix, Premier Inn is enabled to communicate the services
offered by its various functions.
19

3.2: Plan an advertising campaign for your chosen organization with appropriate
promotional objectives and justify
In order to develop an effective advertising campaign, the following key points have to be
considered by Premier Inn:
Define the Objectives:
This involves setting clear goals and objectives by defining the period of achieving the
objectives. The objective is to increase the sales of the Premier Inn Business facilities provided
to the customers within 1 year
Stating the Purpose:
The purpose of the advertisement campaign is to promote Premier Inn Business and attract more
customers towards availing this facility.
Budgeting:
Appropriate funds have been allocated in order to promote the services effectively and cash
flows have been considered before allocating the funds for the campaign.
Target Audience:
The advertisement campaign has been designed for the private corporations to avail the services
at lower costs
Advertisement Strategy:
In order to effectively promote the services, online platforms and leaflets will be used.
Schedule of the campaign
The promotional activity has been fixed from 25 April 2018 till 20 March 2018 and the
campaign mail will be sent to the target audience from 10:00 AM till 2:00 PM
Monitoring the result
The results will be monitored by analysing the number of feedback and calls received from the
customers and the advance booking that has been made by the customers from 26 April 2018 to
avail this facility.
20

3.3: Analyse the role that sales promotion and public relations play in your organization
Sales Promotion and Public Relations are two of the elements in the promotional mix. The role
they play at the Premier Inn is discussed as below:
Sales Promotion
Sales promotion is the technique applied to increase the sales of the hotel by offering discounts,
special prices, seasonal offers etc. It includes both the media and non-media methods. Sales
promotions play a vital role as it enables to increase the consumer demand and stimulate the
balance of supply and demand within the hospitality industry. It enables the Premier Inn hotel to
improvise the product availability of the services and various other facilities (Bowie, et. al.,
2016). It is an effective short-term tactical tool applied to increase the sales and foster the
revenue generation. It also provides with a quick spin to the sales by increasing the awareness of
the services and generating greater demand for Premier Inn hotel.
Public Relations
Public relations refer to communicating the information of the hotel’s products and services
through a third party as a channel of communication. It refers to indirect publicity which may be
in a paid or free form. It plays a pivotal role in enhancing the sales and demand for the hotel. It is
another effective tool to establish a favourable view of the organisation regarding its products
and services, the corporate social responsibility etc. It enables to educate the potential consumers
and investors on various aspects of the hotel and creating a positive brand image.
21

M2: Relevant theories and or models are used to identify and link the hotel’s promotional
strategies in responding to the market conditions.
Premier Inn has developed a comprehensive strategy to promote its services that are provided to
the customers. The theories such as market segmentation have been effectively implemented by
which the services have been designed after ascertaining the tastes and preferences of different
groups of people. For instance, the Premier Inn Business has been developed after understanding
the expectations of the corporate sector and various needs that can be fulfilled at lower costs.
This enables the firm to attract corporates and large companies towards availing various
facilities. The market segmentation enables Premier Inn to diversify the product range which
enhances the firm’s ability to generate revenues from multiple avenues (Rohani, 2012).
22

M3: Appropriate structure and approach are used to carry out the advertisement
campaign.
The advertisement campaign has been planned by setting the clear goals and objectives which
have to be achieved and proper time duration has also been set. The structure is scientifically
designed and all the important elements have been considered by analysing the details in phases.
The medium that has to be used to promote the services has also been clearly stated and using
online platforms will enable Premier Inn to provide the accurate details to the companies and
leaflets will be sent to those customers who are interested in avail facilities provided through
Premier Inn Business. Also, the appropriate budget allocation has been done by considering the
cash flows and also by ascertaining the cost-effective way of promoting the services (Rohani,
2012).
23

LO4: Task 4
4.1: Discuss the relevance and importance of undertaking a marketing research in your
chosen organization
By conducting a proper market research Premier Inn will be able to design the appropriate
product or service as per the customers’ requirement. This also enables to ascertain the ways in
which these services can be provided at lower costs. The importance of marketing research for
Premier Inn can be analysed by the following:
Identification of problems and opportunities:
The market research enables Premier Inn to identify the various problems faced by the customers
and the ways in which the solutions can be developed to resolve those issues. Also, the
effectiveness of the similar services provided by the competitors can also be ascertained which
helps to provide the services at competitive rates (Hair, et. al., 2012).
Developing Marketing Strategies:
Premier Inn will be able to develop marketing strategies after analysing the level of competition
and the ways in which the services can be diversified in order to satisfy the customers.
Determination of customers’ needs:
This enables Premier Inn to develop customer-centric policies and helps the firm to develop
those services which are required by the customers and hence, it enables to introduce those
services which are in demand (Hair, et. al., 2012).
Effective Sales Forecasting:
Since the services are designed and developed after considering the tastes and preferences of the
customers, the sales forecast can be made accurately which enables to predict the revenues that
can be generated.
24

4.2: Undertake market research for an appropriate product or service
The following data analyses the current position of Premier Inn:
Figure 4: Premier Inn’s superior multichannel experience
Source: (Ratcliff, 2014)
The above research indicates that the hotel chain has been able to maintain the top position and
hence, the goodwill and reputation of the firm have increased when compared with other
competitors. The firm has been able to generate more revenues by developing a range of
services.
25

Figure 5: Aggregator sites outperform travel brands in search
Source: (Moth, 2012).
The above data indicates that the visitors have preferred to check the details of the company
online and that Premier Inn has been placed at an 8th position which is a positive sign that
customers are aware of the different services that are provided by the company.
26

4.3: Analyse and propose a different media for marketing your hotel using its luxury suites
to business executives.
The social media platforms can be used by Premier Inn for marketing in order to promote the
luxury suites because:
 Social media platforms such as Facebook and Twitter enable Premier Inn to promote the
services to a large number of groups.
 The costs of promotion is also minimised since these sites do not charge for utilising their
services.
 The messages can be sent quickly to the customers since these platforms are online based
(Kim and Ko, 2012).
 The customers will be able to provide the feedback regarding the services provided to the
customers which enable Premier Inn to ascertain the success factor of promoting these
services.
 The management will be able to take the advice of the experts since these platforms have
a dedicated group and experts can be approached for taking various suggestions.
 The use of social media platforms enhances the goodwill and reputation of the company.
27

4.4: Evaluate and discuss the implementation the proposed marketing plan in your
organization.
The marketing plan has been designed to promote Premier Inn Business segment in order to
attract the large companies for using the various facilities. The proposed plan enables to:
 Promote the services effectively and enables the company to ascertain the level of
competition.
 Enables the company to develop an effective pricing strategy and to provide the services
at lowered costs (Hair, et. al., 2012).
 Allocate the appropriate budget by considering the cash flows as well as the amount
required to effectively promote the services.
 To monitor the effectiveness of the marketing strategy by analysing the results of
marketing and promotion.
28

D2: Substantial activities and projects are planned, managed and organised to undertake
marketing research and to present the findings with charts.
The marketing research has been conducted after considering the facts and figures which have
been obtained from appropriate sources. This has enabled to ascertain the actual position of the
company when compared with its competitors. Also, these charts indicate that Premier Inn has
been able to develop the products after accurately ascertaining the requirements of the customers.
The market research also provides an insight into the ways in which the funds can be utilised
effectively for marketing and promotional activities (Hair, et. al., 2012).
29

D3: New and innovative thoughts are applied in the analysis of a range of media and
choosing the appropriate one for the campaign
The use of social media platforms has been proposed to effectively promote the services since
these online platforms enable Premier Inn to interact with a large number of people and obtain
their valuable suggestions. This helps to improve the quality of the services provided and also to
introduce a new service. The use of Facebook and Twitter also helps the company to provide the
information easily and quickly. The customers will be able to provide the feedback regarding the
services and enhance the goodwill and reputation of the company (Kim and Ko, 2012).
30

Conclusion
From this report, it can be concluded that marketing is an important function that enables
Premier Inn to promote the various services effectively. The marketing mix strategy helps to
design the product as per the customers’ requirement and enables to ascertain the demand for
those services. The SWOT and PESTLE analysis helps the management to understand the
various forces that can impact the revenue generation and develop strategies to counter those
issues. The marketing research benefits the management to ascertain the actual position of the
company in relation to its competitors and helps the management to device effective pricing
strategies.
31

References
 Adewale, G., Adesola, M.A., and Oyewale, I.O., 2013. Impact of Marketing Strategy on
Business Performance A Study of Selected Small and Medium Enterprises (SMEs) In
Oluyole Local Government, Ibadan, Nigeria, IOSR Journal of Business and Management
(IOSR-JBM), Vol. 11, Issue. 4, pp. 59-66,
 Ahmad, A.M.K., 2012. Macro-environment Influences on Health Service Strategy in
Saudi Private Sector Hospitals: An Empirical Investigation, International Business
Research, Vol. 5, No. 5,
 Anusha, K.S., 2016. Brand and Marketing Mix-A Review, Journal of Global Economics,
Vol. 4, Issue. 3
 Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A., 2012. An assessment of the use of
partial least squares structural equation modelling in marketing research. Journal of the
academy of marketing science, 40(3), pp.414-433.
 Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer
equity? An empirical study of luxury fashion brand. Journal of Business
Research, 65(10), pp.1480-1486.
 Madsen, D.O., 2016. SWOT Analysis: A Management Fashion Perspective, HAL
archives - ouvertes, Vol. 16, No. 1, pp. 39-56
 Milichovský, F., 2015. Effectiveness of marketing activities in engineering in Czech
Republic, Business: Theory and Practice, Vol. 16, No. 2, pp. 205-211, ISSN: 1648-0627
 Moth, D., 2012. Aggregator sites outperform travel brands in search: report, [Online]
Econsultancy, Available at: https://econsultancy.com/blog/11276-aggregator-sites-
outperform-travel-brands-in-search-report, [Accessed: 10 April 2018]
 Oxford College of Marketing, 2018. The Impact Of Micro and Macro Environment
Factors on Marketing, Oxford College of Marketing, Available at:
https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-
environment-factors-on-marketing/, [Accessed: 10 April 2018]
 Premier Inn, 2018. Book a Hotel, [Online] Premier Inn, Available at:
https://www.premierinn.com/gb/en/book-a-hotel.html, [Accessed: 10 April 2018]
32

 Premkanth, P., 2012. Market Segmentation and Its Impact on Customer Satisfaction with
Especial Reference to Commercial Bank of Ceylon PLC, Global Journal of Management
and Business Research, Vol. 12, Issue. 17, Ver. 1, ISSN: 0975-5853
 Ratcliff, C., 2014. Premier Inn’s superior multichannel experience, [Online]
Econsultancy, Available at: https://econsultancy.com/blog/64603-premier-inn-s-superior-
multichannel-experience, [Accessed: 10 April 2018]
 Rohani, A., 2012. Impact of Dynamic Pricing Strategies on Consumer Behavior, Journal
of Management Research, Vol. 4, No. 4, ISSN 1941-899X
 Smartsheet, 2018. The Definitive Guide to Strategic Marketing Planning, Smartsheet,
Available at: https://www.smartsheet.com/strategic-marketing-processes-and-planning,
[Accessed: 10 April 2018]
 Yam, Y., 2016. The influence of macro and micro-environmental factors on the
consumption of mobile phones and marketing strategies, Southern Cross University, A
thesis submitted for the degree of Doctor of Business Administration, School of Business
and Tourism,
33