Role Marketing Function and Marketing Planning

I am required to produce a written report after taking an internship in a travel and tourism organization in London for 3 months, as a student specializing in marketing. Each LO has to be applied to that travel and tourism organization!

Role Marketing
Function and
Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Roles and responsibilities of marketing department/function................................................3
Roles and responsibilities of marketing department in marketing environment....................4
Interrelation of different organisational function with marketing function............................5
L0 2..................................................................................................................................................7
Comparison of marketing mix of two different organisation.................................................7
LO 3...............................................................................................................................................10
Basic marketing plan for achieving the organisational goals...............................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as study for managing and exchanging relationship between companies
and customers in order to provide satisfaction to both. This is regarded as major component for
gaining success and growth of business. Here, marketing function assist organisation in order to
satisfy need and demand of consumers through attracting them by doing promotions and
advertisements (Baker, 2016). This assignment is based upon Premier Inn which is UK
hospitality business. It is considered as largest hotel of UK possessing 758 hotels with 72000
rooms. It is operating their business in different parts of countries such as Germany, India and
many more. The main aim of report is to explain different roles and responsibilities managed by
department of marketing and their interconnections with other functions of organisation with
marketing department. It will highlight about comparison of marketing mix of two various
organisations and marketing plan to achieve goal and objectives of organisation.
LO 1
Roles and responsibilities of marketing department/function
Marketing department of organisation is liable for conducting various roles and
responsibilities which assist help business in achieving final goal and objectives in an effective
and efficient manner. Such department is also responsible to improve and manage brand value,
image and goodwill of enterprise so that organisation can grow, sustain and get success at market
for long run. Premier Inn have efficient marketing department that helps in performing business
function for attainment of goal and objective in proper manner. Therefore, with such department
respective organisation has expanded business activities and operation in several countries. The
role and responsibilities carried by marketing department or functions are described below:
Define strategic marketing plans: The strategic marketing plan is referred as document
that includes strategies, plans, actions, objectives and other which are necessary for
execution of project successfully by department of marketing (Bettiol, Di and Finotto,
2012). Such plan of marketing is essential for respective department in order to convey
various aspects of project to working force and other department for developing future
action for marketing goods and services. The respective organisation has to develop
marketing plan in align with strategies and action of organisation and provide to high level
authorities in order to fulfils requirements.

Social media monitoring: The monitoring of social media is performed by marketing
department that helps in tracking attitudes and behaviours of consumers through various
social media application such as Instagram, Facebook, Website, Twitter and others through
posting of videos and images in order to take their reactions (Edvardsson and et. al., 2014).
The marketing functions of respective hotel is performing role in which they identify latest
trends going at social media and according develop campaigns programmes to attract large
number of consumers. It is very important for all business which are running their activities
and operations at marketplace has to analyse social media to create awareness about their
products, brand and services in minds of consumer and attract them accordingly for gaining
maximum productivity and profitability.
Development of promotional strategies and campaigns: This roles in performed by
marketing department where they focus on developing strategies and promotional
campaigns to carry out their business promotion in order to attract large number of
consumers in an effective and efficient manner. Such role is performed by marketing
department of Premier Inn where they analyse and identify current trends of market and
consumers with help of social media to develop campaigns and strategies accordingly. They
also focus on making social campaign about brand and product of organisation.
Roles and responsibilities of marketing department in marketing environment
Marketing department is regarded as most important which plays several roles and
responsibilities to ensure growth and success of organisation at marketplace along with providing
satisfaction to customers in appropriate manner. This respective department assist Premier Inn to
perform various roles at competitive market environment in order to keep firm ahead of their
competitors at marketplace. The roles and responsibilities of marketing department in marketing
environment are described below:
Defining and managing your brand: Marketing department has various roles in terms of
defining mission, vision, objectives, aim of organisation to consumers and to the market
where firm stand to provide goods and services to users. This assist in attracting large
number of consumers in order to stop them for buying products and services from their
rivalry organisation (Finoti and et. al., 2017). Therefore, it is very essential for marketing
department of respective hotel to enhance customer experience which helps in sustainability

and growth of business for long time period. Marketing department working in Premier Inn
conduct campaigns in order to improve goodwill and brand value among consumers for
attainment of profitability, productivity and sustainability.
Conducting customer and market research: The marketing department has to perform
role in which they have to analyse and identify requirement of consumers through their
market research. The market research has to be conduct by business which assists in
determining expectation and demand of market and accordingly products and services are
provided to them in appropriate manner (Grunig and Grunig, 2013). With customer and
market research, respective hotel can easily determine requirements of consumers and
developing or modifying products accordingly to achieve positive outcomes. The marketing
department of Premier Inn has conducted both markets as well as customer research in order
to determine their target market and customers for better understanding and grabbing
business opportunities.
Ensuring customer satisfaction: This role is conducted by marketing department in that
they ensures about their provided products and services are liked or satisfying their
consumer’s requirements or not. With this, appropriate and effective changes can be
performed for products and services to ensure customer satisfaction in an effective and
efficient manner. The Premier Inn marketing department has to ensure about satisfaction of
consumers through taking their suggestions and feedback with help of social media of
organisation.
Interrelation of different organisational function with marketing function
Premier Inn is regarded as big organisation that has operations in various countries. In order
to conduct their business activities and operations, it is important for marketing department to
have proper coordination and cooperation with other department of organisations (Hills and
Hultman, 2013). With the coordination, both marketing and other department can work together
for accomplishment and attainment of business goals and objectives. The different interrelations
of marketing with other department of Premier Inn are described below:
Marketing and Finance department: These both departments have to work together for
achievement of better goals and objectives. Here, finance department helps in providing
adequate amount of funds to business which is required to them for conducting their
activities and operations without financial issues. Similarly, on the other hand, marketing

department has to conduct market research in order to get various types of data for their
business operations like bank loans, collecting funds and so on. In context of Premier Inn,
both finance and marketing department are performing work with each other in order to
solve financial issues of business through getting adequate funds. The marketing department
has to convey adequate method for collecting funds to finance department and finance has to
analyse proper mode for adopting suitability of collecting funds.
Marketing and IT department: The IT department of enterprise focus on looking fafter
managing and maintaining IT data and equipments. Similarly, on the other hand, marketing
department has to conduct their work activities with assistance of IT department as various
software and equipments are needed by respective department (Kozlenkova and et. al.,
2015). In context of Premier Inn, both marketing as well as IT department are focusing on
working together in order to perform and conduct their business activities and operations in
efficient and efficient mode. Premier Inn has to install machinery with help of IT
department for marketing department with use of computers and equipments access to
various kinds of software data so that activities and operation of business can be run in
proper manner.
Marketing and Human resource department: Human resource department of business is
liable to recruit and select best candidates for fulfilling vacant position. Similarly, marketing
department has to promote vacant positions on various platforms to attract candidates. The
marketing as well as human resource department of respective organisation has to work
collectively to hire skilled and capable employees for work performance in order to achieve
business goal and objective.
Significance of interrelation
These mentioned departments of respective organisation are performing their work together
in order to provide maximum gain and contribution for accomplishment of organisation goal
and objectives (Mackay and Wilmshurst, 2012). This contribution is the main reason for
success of respective organisation which leads to expand their business operations in
different parts of world. With the proper interrelations assist business to run their activities
and operations in effectual manner and get information about each other department to work
properly for accomplishment of set goal and objectives.

L0 2
Comparison of marketing mix of two different organisation
Marketing mix is considered as process through which a company can develop strategies
in order to attract customers by promoting their brand as well as products or services. This
process is consisting of 7 P's i.e. product, price, place, promotion, physical evidences, and
process, people (Martensen and Mouritsen, 2014). Explanation of these factors in the respect of
Premier Inn by comparing it with Holiday Inn is given below:-
Particulars Premier Inn Holiday Inn
Product The respective hotel is one of
the largest and famous
hospitality organisations at
United Kingdom which
provide huge range of products
and services. Products offer by
respective hotel are food and
drink, internet access,
swimming pool, parking
facilities, open lawn and many
more. They provide services
according to visitor or guest
budget.
On the other hand Holiday Inn
which offer their wide range of
products and services at
worldwide level. The
respective hotel offer services
for high middle group peoples
and higher group peoples
(McDaniel and Gates, 2013).
Products offer by this hotel are
high speed internet facilities,
deluxe room with all facilities
like bathroom, snacks, Jacuzzi
and so on.
Price The respective hotel set their
price by using consumer based
pricing method in which set
price according to customer's
budget and requirement. By
this they able to attract more
and more guests because they
can afford it as compare to
their competitive hotels
Whereas pricing strategy
which is adopting by Holiday
Inn is premium pricing method
in which company set their
price high because their major
customers are higher income
group guests. Along with this
they also consider economy of
country while fixing price

(McDonald and Wilson, 2016). because they operate in
various nations.
Promotion The respective hotel number of
advertising and promotional
techniques in order to attract
guests or visitors toward them.
Such as they adopt digital
media, social media-
Facebook, Instagram,
LinkedIn and so on. They also
conduct promotion through TV
advertisement and newspaper
print advertisement.
On the other hand this hotel
also adopts various
promotional as well as
advertisement channel which
help them in attracting more
guests. For example they
conduct promotional practices
through social media-
Facebook, Twitter, Instagram
and so on (Morgan, 2012).
Along with this they also
conduct print advertisement on
business magazines, news
paper and many others.
Place The Premium Inn conduct
their business operations and
functions at various countries
such as India, Germany,
Ireland, United Arab Emirates,
United Kingdom and many
others. Along with this
respective hotel also select
those locations which are
attractive like near sea facing,
nearby mountain, open areas
and so on.
Respective hotel is operating
their business functions at
more than 100 countries.
Holiday Inn select locations
which are liked by high
income group peoples so that
they can pay for it easily. The
countries in which respective
hotel is operating are India,
London, Paris and so on.
Process The respective company adopt
several procedures for conduct
In respect of Holiday Inn they
also adopt number of process

effective business operations
and functions (Ngo and
O'Cass, 2012). The process
strategies which they adopt are
they provide transportation
facilities for guests develop
and adopt proper customer’s
services so that customers get
satisfied effectively.
in order to fulfil customer's
need and demand. Such as
they ask customers about their
expectation which ensuring
booking. Along with this they
also conduct proper cleaning,
planning so that guest get
proper services as well as
facilities.
People Here a person refers to
employees. The respective
hotel conducts proper training
and development activities so
that they can perform activities
effectively. Along with this
they also provide various
facilities to their staffs so that
they feel motivated and
satisfied. They also provide
them monetary as well as non
monetary benefits.
In respect of Holiday Inn, their
employees are highly skilled
and experienced. But they also
conduct training and
development on continuous
basis so that they can polish
their skills as well as
knowledgeable (Singh and
Shanker, 2012). Along with
this they also provide various
benefits and facilities which
help them in motivating staffs.
Physical evidence It is consider as facilities and
interior of hotel which help in
attracting customers. The
physical evidence of respective
hotel is very attractive as well
as they also have huge room
along with AC (Yu,
Ramanathan and Nath, 2014).
The physical evidence of
respective hotel is very
attractive as well as their
interior are also very attractive.
They also have very luxury
room, beauty restaurant area,
rooftop, and luxury dinning
and bar area and so on.

There are some hotels of
Premier Inn are highly
attractive such as Singapore
Beach Road hotel which have
sea facing rooms.
LO 3
Basic marketing plan for achieving the organisational goals
Marketing plan is considered as document which is developed by company in order to
develop proper strategies so that they employees conduct work accordingly for make project
successful. The marketing plan which is developed by Premier Inn in order to attain their
objective is given below:
Overview of the company
Premier Inn is one of the leading hotels which are operating at hospitality industry. It is
founded by Whitbread in year 1987. Its headquarter is situated at Dunstable, United Kingdom
and they serve at United Kingdom, Isle of Man, India, Germany, Republic of Ireland and United
Arab Emirates (Martensen and Mouritsen, 2014). They are planning to expand business at
United Kingdom by opening more hotels at different location as well s they are also planning to
introduce gym in hotel premises so that more and more guests get attract
Situation
SWOT analysis
Strengths Weaknesses
 The respective hotel gets best British
travel awards.
 This is also considering as premium
brand at hotel industry.
 It is also one of the highly advertised
hotel chains at worldwide level
(Premier Inn SWOT Analysis,
Competitors & USP, 2008).
 It has global presence but not much
elaborated as other international hotels.
 The respective hotel faced huge
competition at respective industry
which leads to fewer margins.

Opportunities Threats
 The respective company may invest in
digital marketing activities for gaining
more profit margins.
 They may also develop high brand
value by developing best customers
experience.
 The main threat of respective hotel is
their competitors. In hospitality
industry there are huge numbers of
competitor which impact on respective
hotel business such as Holiday Inn,
Accor and many others.
Objectives:
 The Premier Inn is planning to launch gym and fitness centre at their hotel premises in
order to increase customer's base by 25 percent.
 They are also planning to expand business at United Kingdom by opening more hotels
and increasing profit by 25 percent.
Strategies
 Segmentation: In respect of developing gym Primer Inn is segmentation customers by
adopting demographic segmentation (McDaniel and Gates, 2013). That is based on the
age, income, lifestyle and so on.
 Targeting: The respective hotel is targeting all income group peoples who want to be fit.
Moreover they are also targeting young peoples who are more declines toward the fitness.
 Positioning: For promoting gym company decide location to be in the middle or prime
location of hotel so that it can attract more and more customers toward it successfully.
Action plan
Budget allocation:
The management of Primer Inn has developed budget of nearby €500, 000 in order to
attain their objective in effective manner. They use respective money for conducting different
activities such as train employees, fixing machine and many others.
Marketing mix
 Product: The new products introduce by respective company is Gym and it will be
developed by considering need, requirement and expectation of customers or guests.
 Promotion: For conducting promotional activities of gym respective company may adopt
several modes like digital media, social media and print advertisement at business
magazines and newspaper (McDonald and Wilson, 2016).

 Price: The respective hotel set price according to customers so that they can afford it
(Ngo and O'Cass, 2012). Along with this, hotel also take care that each and every get
satisfied with their services and facilities.
 Place: The Gym of respective hotel will be located at prime location of hotel so that they
can get attracted toward it.
Forecast
Cost: The cost for the implementation of this new idea is as follows:
Particulars Amount (€)
Marketing 50000
Trainer and supporter 100000
Equipments 300000
Safety measures 50000
Control Monitoring: According to this management of Primer Inn will conduct monitoring of all
activities so that they can ensure that gym activities will be conducted in effective manner
(Morgan, 2012). Along with this through it manager can also able to identify issues or
problems in advance which they may faced while conducting activities in order to attain
goal or target.
 Evaluation: In this stage respective hotel manager will conduct evaluation so that they
can evaluate each and every stage effectively in order to ensure that through gym and
introducing more hotels they can gain huge profitability ratio as well as market shares.
CONCLUSION
From the mentioned report, it has concluded that marketing is very important for
organisation to create aware among consumers regarding products and services. It is managed by
marketing department of business which has to perform different roles and functions that are
important for success and growth of business at competitive marketplace. This department assist
in determining need and demand of consumers to provide them with product to enhance their
satisfaction level. As this department has to work with other department to conduct business

activities and operations in effectual manner. Marketing mix assist firms to know about various
aspects of their competitors and accordingly making of plans and policies. Therefore, business
plan has made for organisation to know about various aspects so that goal and objectives can be
attained.

REFERENCES
Books and Journals
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Bettiol, M., Di Maria, E. and Finotto, V., 2012. Marketing in SMEs: the role of entrepreneurial
sensemaking. International Entrepreneurship and Management Journal. 8(2). pp.223-
248.
Edvardsson, B. and et. al., 2014. Developing superior value propositions: a strategic marketing
imperative. Journal of Service Management.
Finoti, L. and et. al., 2017. The role of the marketing strategy process in the innovativeness-
performance relationship of SMEs. Marketing Intelligence & Planning. 35(3). pp.298-
315.
Grunig, J.E. and Grunig, L.A., 2013. The relationship between public relations and marketing in
excellent organizations: evidence from the IABC study. In Public Relations and
Communication Management (pp. 93-118). Routledge.
Hills, G.E. and Hultman, C., 2013. Entrepreneurial marketing: Conceptual and empirical
research opportunities. Entrepreneurship Research Journal. 3(4). pp.437-448.
Kozlenkova, I.V. and et. al., 2015. The role of marketing channels in supply chain
management. Journal of Retailing. 91(4). pp.586-609.
Mackay, A. and Wilmshurst, J., 2012. Fundamentals and practice of marketing. Routledge.
Martensen, A. and Mouritsen, J., 2014. Prioritising investments in marketing activities to
improve business performance. Total Quality Management & Business
Excellence. 25(5-6). pp.582-601.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Morgan, N.A., 2012. Marketing and business performance. Journal of the Academy of Marketing
Science. 40(1). pp.102-119.
Ngo, L.V. and O'Cass, A., 2012. Performance implications of market orientation, marketing
resources, and marketing capabilities. Journal of Marketing Management. 28(1-2).
pp.173-187.
Singh, V. and Shanker, R., 2012. Marketing culture: gap analysis of select Indian commercial
banks. Marketing. 2(3).
Yu, W., Ramanathan, R. and Nath, P., 2014. The impacts of marketing and operations
capabilities on financial performance in the UK retail sector: A resource-based
perspective. Industrial Marketing Management. 43(1). pp.25-31.
Online
Premier Inn SWOT Analysis, Competitors & USP. 2008. [Online]. Available through:<
https://www.mbaskool.com/brandguide/tourism-and-hospitality/14052-premier-
inn.html>.