Marketing Plan and Competitive Analysis of Premier Inn

Overview
It has been seen and analysed that the Covid-19 is the major pandemic that is
creating many challenges and negative effect in whole world that came into
force in 2019 from the Wuhan city of China. It has been seen that due to covid-
19 the tourism sector is the one that has been affected in the most negative
manner as the government has declared the lockdown as well as sudden social
distancing norms in which no one is allowed to go out of their living city or
places. Thus, it tend to be negatively affected the transportation and other
tourism services which has been closed during the times of covid-19. In relation
to Premier Inn it has been analysed and find out the its production activities have
been reduced as well as the reduction within the number of guests who comes to
visit and book accommodation services has been also tend to be stopped to
arrive that is creating many productivity issues for Premier Inn.
Goals
The goal of premier inn tends to comprises and includes of the “To provide
quality as well as the affordable hotels for our guests in order to help them and
strive them to live and work well and to positively impact the world around
us”. Further, the Premier inn also focuses on creating with no barriers to entry
or limits to ambition, to provide meaningful work, skills and career
development opportunities for its teams and employees.
Vision
The vision statement of the Premier inn tend to comprises of being always
been about the people and always will about the people by the way of creating
a place for everyone where they can reach there maximum potential without
having no barrier to entry and limits to growth. The key values of the vision of
premier inn tend to includes and consists of opportunity, responsibility and
community responsibility to create a better workplace and business
environment.
SWOT analysis
the below stated SWOT analysis is presenting the key strength and opportunity of
Premier inn which supports better product development and effective marketing plan:
Strengths Weakness
• Brand recognition
• High level of customer satisfaction and understanding
• Huge network of supply and distribution • Limited international
expansion of business
• More focused on UK market
Opportunity Threats
• Introducing customized business products for professionals
• Entering into food catering and event management • High level of
competition and Increasing operating costs
• Covid-19
)
Premier Inn is owned by the UK multinational hospitality group Whitbread. The
majority of Premier Inn's hotels are in the UK although the company has begun to
expand into international markets. The brand has over 78 thousand hotel rooms
worldwide. Further, the premier inn company was established by Whitbread as
Travel Inn in 1987, to compete with Travelodge. Whitbread bought Premier Lodge
in 2004 and merged it with Travel Inn to form the current business under the name
"Premier Travel Inn", which was then shortened to "Premier Inn" in 2007. Use of
the PESTEL analysis has been made to have a better review and analysis of past
operation of Premier inn.
Political- The stable political condition of UK supported better expansion for
Premier inn but the recent Brexit issues created many challenges in form of the
strict trade that affect supply of raw material.
Economic- The stable economy of UK along with high purchasing power of
customers supported higher productivity for Premier Inn. However recent spread of
Covid-19 has negatively impacted its performance level.
Social- the people and customer of UK are fond for tourism and leisure that creates
a better impact on the productivity level of the Premier Inn.
Present operation
At present the premier inn tend to make efforts and focuses on the removing of all the unnecessary
single use plastic from the hotel along with focusing in promoting use sustainable and renewable set
of resources. To ensure and lead out the sustainable growth of the Premier inn it is vital to have
analysis about its competitive strength within its target market to support the organisation’s
sustainable growth. Use of the porter’s five force analysis have been made to ensure the sstaible
growth of Premier inn based on review of competitive strength.
Porter’s five force analysis
it tends to set out an effective way to analysis the about the existing competitive environment
of a business organisation that have five key forces and elements of business environment that has
been discussed below in context of Premier Inn:
Threat of new entrants- the tourism sector has become a rapidly growth sector that is higher
encouraged and facilitates by the government thus, risk of new entrant is high in tourism and
hospitality sector. But Premier inn in being a huge brand thus, huger capital investment is creating
barriers for high energy in hotel chain and hospitality business.
Threat of substitute- a high level of threat from substitute is being faced by the Primer inn as many
competitors are offering similar product. However, the exclusive package and services are creating
higher strength and competitive power for Premier inn.
Bargaining power of customers- Premier inn tend to have a risk of high bargaining power of
customers as there are having many options to shift as many competitors are providing similar
services. Thus, use of effective marketing strategy as well as exclusive packages are tend to be
effective to attract a larger number of customers to retain and attract customers.
Bargaining power of suppliers- a larger number of supplier are being prevailing within the business
environment of the Premier inn thus a limited power of bargaining power is being held by the
suppliers.
Intensity of the competitive rivalry- a high level of competition is being faced by Premier inn as
many huge competitors such as Hilton, Intercontinental hotels, Marriot, etc. are being present. Thus,
use of exclusive panag along with digital marketing is being made by the Premier inn to have higher
competitive strength.
Further, Premier inn is being making use of the alternative energy sources and sustainable
materials. Along with this, Environmental CSR aims of Premier inn are focused to reduce any
damaging effects on the environment from the business processes through reducing use of plastic
and carbon emission.
Past operations
Title and Student names/ID/ Tutor name Future operations
Use of marketing mix has been made to reflect about the present operations and
plans for market development and product development of the Premier Inn.
Marketing plan of Premier Inn
Product- Premier Inn have a wide range and variety of the rooms for different
customers along with interconnecting rooms for parents to keep an eye on their
kids. Further, rooms are categories and divided as the single, double, and
accessible. The luxury king size Hypnos beds in Premier Inn are very good. A
hairdryer, Freeview TV, free Wi-Fi 24/7, and tea and coffee making facilities
make the guests’ stay very enjoyable. Similarly, almost all the Premier Inn hotels
have a bar and a restaurant on-site so that guests do not have to go far for food
and drinks.
Price- Premier Inn tend to have a different pricing strategies based on the Flex,
Semi-Flex, Advance, Standard, and Non-Flex rates. This pricing tends to provide
customers with different level of the options. Along with this the value pricing of
the strategy is tend to aiming to provide the customers with a great value for their
money and it also have the price discrimination strategy that reflects and
comprises of the lowest rates for rooms on Friday, Saturday, and Sunday nights.
Place- Premier Inn has over 800 hotels across the UK and in countries such as
Ireland, United Arab Emirates, Qatar, and Germany. Customers can book rooms
directly via the hotel’s website and the app. Likewise, they can do so via third
parties such as Booking.com, Lastminute.com, and some others. Premier Inn
prefers online booking; however, customers can also book rooms over the phone.
Promotion- The hotel invests a lot of money on advertising in platforms such as
outdoor, radio, print, and digital & social media. Further, use of digital and social
media marketing is made comprises of Facebook, Instagram, etc. to attract and
cater larger number of customers
REFERENCES
Books and journal
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SCIENCES, 76(3), pp.140-156.
Horng, J.S., Liu, C.H., Chou, S.F., Yu, T.Y. and Hu, D.C., 2022. Role of big data capabilities in enhancing competitive advantage and
performance in the hospitality sector: Knowledge-based dynamic capabilities view. Journal of Hospitality and Tourism Management,
51, pp.22-38.
Beidler, P.D., 2022. The Great Beyond: Art in the Age of Annihilation. University of Alabama Press.
Baran, Z. and Baran, H., 2022. The Future of Digital Tourism Alternatives in Virtual Reality. In Handbook of Research on Digital
Communications, Internet of Things, and the Future of Cultural Tourism (pp. 58-84). IGI Global.