Roles and Responsibilities of Marketing Function in Premium Inn

This report discusses the key roles and responsibilities of the marketing function in Premium Inn, as well as how these roles are related to the wider context of the organization. It also compares the marketing mix strategies used by Premium Inn and Hilton to achieve their specific objectives.

Unit 15: Hospitality
Marketing Essentials
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key roles and responsibilities of marketing function with premium inn...............................3
P2 The way roles and responsibilities of marketing are related to wider context of organisation
.....................................................................................................................................................5
LO2..................................................................................................................................................6
P3 Comparison of the way different organisation of hospitality organisation make use of
marketing mix strategies to attain specific objectives.................................................................6
LO3................................................................................................................................................10
P4 Marketing plan of Premium inn...........................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
2

INTRODUCTION
Tourism and hospitality is fast growing industry across worldwide as maximum number of
people are interested to have trips and tour to different destination in order to have fun and
enjoyment. Marketing is most important department of organisation that perform several
activities in order to attract maximum number of individuals in the firm. This report is about
premium inn that has its operation in London and United Kingdom with 800 hotels and several
facilities to meet expectancy of different customers. The report is based on study of roles and
responsibilities of marketing function in premium inn within organisation and wider context. It
has also included comparison between marketing mix strategies used by two companies that is
Hilton and premium to attain their respective objectives.
LO1
P1 Key roles and responsibilities of marketing function with premium inn
Marketing concept
Marketing concept refers to an idea which satisfies the needs of customer by providing
the exact solution at the same period of time. Marketing concept runs on four steps such as target
market, profitability, customer needs and integrated marketing. This consists in providing
services to customers effectively and efficiently in the market to achieve the sales goal.
Nowadays, company fulfils the social responsibility in order to capture the market share and to
increase the sales volume which results in high profit (Vinerean, 2017). Premium inn generates
sales volume through providing better service to the customer at reasonable price in the market.
Current trends
The company currently uses online platform, social media, electronic channels, text
message, emails , internet video advertisement etc. to generate a brand image in the market
between the potential customers in order to achieve the goal. Premium inn focus on current
marketing trends to achieve the competitive benefit from the market which results in high sales
volume for the company.
Future trends
Premium inn also plan about future growth and expansion in order to complete long term
goals in the market. Future trends of the company are planned and executive on the basis of past
experience and present technology which is available in the market. Future technology will be
faster as being compared to today’s technology. Company will able to provide easy product and
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services in coming years to the customer available in the market for the achievement of goal
(Hudák, Kianičková and Madleňák, 2017).
Overview of different marketing processes
Goal setting: In this first step, company management decide goal and objective to get
accomplished in a specific period of time. Premium inn set the goal for the employees working
in the work process to achieve the set objective in the past. Company focuses on quality of
product and services to be maintained in the market in order to achieve the planned goal.
Analysing the current situation: Premium inn looks after it's threats, strength, weakness and
opportunities. Company works on these four things to achieve the goal effectively and efficiently
(Churchill Jr, 2017).
Create market strategy: Premium inn uses 4P's strategy to capture the market share. These
4P's are Product, price, promotion and place. Company try to provide quality products at
reasonable price which results in promotion between the market area.
Role and responsibility of marketing manager:
Marketing manager of the company needs to fulfil every role and every responsibility to
promote its products and services in the market between the customers. Several roles and
responsibilities performed by manager of premium inn are as follows:
Quality of products and services: Premium inn manager took the responsibility to maintain the
quality of products and services which are open for all customers in the market. Many a time
customer attract through taste and preference of maintained quality product and services which is
provided by the company (Kotabe and Helsen, 2020).
Motivation: It is another key role of marketing manager of the company is to motivate the
employees to promote its brand at higher level the society to increase the sales volumes and faith
on the brand name. Manager of the company motivates the employee and take charge to lead the
team in one Direction which result in achieving group goal.
Positioning: Marketing manager of premium inn tries to attract the good deals from the
customer in the market. Positioning of brand name in the market between the customers and
competitors is the responsibility of marketing manager of the company.
Recruitment of salesman: Premium inn marketing manager select an appropriate candidate
through personal interviews in the work process. Manager places right candidate over the right
job to complete the task smoothly. Number of employees needed to complete the task are been
4

calculated by the marketing manager of the company (Saura, Palos-Sánchez and Cerdá Suárez,
2017).
Training: Manager role is to provide proper training and polish their skills and ability of the
employees recruited in the work process to achieve the goal. As manager has lots of experience
and skills to train.
P2 The way roles and responsibilities of marketing are related to wider context of
organisation
Interrelationship is connection between several departments of organisation so that
numerous tasks can be completed and end goals can be achieved in limited time frame. There are
several functions that have to be performed by organisation in order to attain specific goals like
marketing, finance, front office and human resources. Premium inn have better interrelationship
between several departments of organisation that has helped in effective growth and success of
enterprise such as:
Interrelationship between human resource and marketing
Human resource department of the company provide skilled employees to the marketing
team in order to generate sales volume.HR of premium inn recruit the best employees who are
capable enough to attract the good deals from the market. Whereas marketing Department of the
company provides the list of people to be recruited in promoting the brand name in the market.
Premium Inn marketing team maintains the relationship with human resources department in
order to gain best employees team to achieve the goal (Mahoney. and Tang, 2016). HR of the
company looks after building of relationship between the marketing team to complete the task
effectively and efficiently. Marketing Department of premium inn motivate the employees
through social platforms, social media etc. Whereas HR of the company can show the excellent
report of the employee.HR of the company looked after the training and polishing the skills of
the employees recruited in the past and marketing department provides good working condition
and fair targets while are practically achievable in the work process. Company takes time to time
meeting in order to have better communication and relationship between both the Departments.
This meeting helps in clarifying the role and responsibility to be functioned in the work process
of achieving goal.
Interrelationship between finance and marketing
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Finance and marketing Department are both strong pillars of any company to achieve
growth and expansion in the market. As marketing needs finance to promote its product and
services between the people which is to be approved by the finance department of the company.
Finance Department of the company looks after the profit , cost, Financial growth, sales growth
etc. Whereas marketing manager of premium in looks after the sales target to be achieved in a
specific period of time. Both the department needs to coordinate in order to achieve the goal of
the company. Finance department of premium in looks after the cost cutting projects which are
beneficial in the future where as marketing manager doesn't calculate the amount of finance
involved in the work process (Grishchenko and et.al., 2016). Finance department needs to gain
more work at low cost where as marketing Department only focus on sales target to be achieved
at any cost. Both Department of the company are interrelated to each other as finance department
cannot sales the product an marketing Department cannot run its activities without finance in
order to achieve the goal.
Interrelationship between marketing and production Department
Premium inn management connect both marketing and production Department in a way
which leads to no waste and high profit in the word process. Production department produces the
finished product according to the orders collected by the marketing team in the market.
Marketing manager communicates with production head in order to know the features quality,
hidden benefits of the product and services which are Bing available in the market. As
production department of the Premium inn knows the pros and cons of the product and services
which are promoted by the marketing team of the company. Production Department of the
company focuses on providing better quality of the finished product from the basic raw material
provided in the work process.
LO2
P3 Comparison of the way different organisation of hospitality organisation make use of
marketing mix strategies to attain specific objectives
Marketing mix is use of different elements or set of marketing tools like products, price,
place, promotion, physical distribution, process and people for achievements of common goals.
Marketing manager of different organisations have make use of marketing mix in different ways
so that best outcome can be gained in minimum cost. Premium inn and Hilton are two most
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popular hotels of London that have make use of different marketing mix strategies to attract
maximum number of customers that can be illustrated as follows:
Marketing mix Premium inn Hilton
Products Premium inn have several
facilities and room having
consistence, specialised and
unique colour, furniture and
room decor so that customers
can easily enjoy their vacation
at place away from their
homes. Company by changing
or customising its products or
services as per needs and
preferences of customers is
able to provide services that
are beyond their expectancy.
On the other hand, Hilton
resorts is full services hotel
like having banquet facilities,
wedding, special event
services, food and beverage,
gift shops etc. Company have
generally classified its
products into three bases like
facilitating, supporting and
core products.
Price Company have set medium to
high price of products and
services depending upon
location and time. Thus, prices
are charged on basis of room
rather than person. Therefore
Premium inn by charging low
price to customers is able to
increase its overall sales
volume and profitability. But
still its price is more as
compared to budget
competitors.
Premium and skimming
pricing strategy has been used
by Hilton to induce maximum
individuals within enterprise.
Like company for providing
more qualitative and unique
services has charged high
price from customers so that it
can achieve its goals.
Place It can be stated that Premium
inn has its location in different
Hilton hotel have its
operation across worldwide or
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areas near city centre offerings
or airports so that travellers
can easily come at hotels and
fulfil their respective
requirements. It has more
than 670 hotels that are
continuously growing in order
to meet new, new
opportunities and demand
(Kemper and Ballantine,
2019).
more than 100 countries with
745000 rooms that helps in
delivering best services to
customers.
Promotion Company have made best or
optimum utilisation of digital
technologies to promote its
products or services to wide
range of customers that are
living in different parts of
country. Like it have make use
of content, email marketing or
official website to influence
customers and enjoy huge
profitability. Enterprise by
making use of all channel
form promotion is able to gain
competitive advantages.
While Hilton hotel have make
use of both traditional and
modern method of marketing
to promote products and
services like TV
advertisement, billboards,
content, make use of social
media platform to influence
maximum number of
customers to become part of
organisations (Tuten, 2020).
Physical distribution The hotels itself is physical
evidence with having strong
brand image to provide better
services to customers. The
consistency layout and
designed, images of home,
It can be stated that company
have its different stores or
location at several places so
that customers can easily
come book room as per their
comfort and ease.
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high quality mattresses are
some several elements of
premium inn that have
contribute in providing
excellent services to large
number of customers.
People It is another important element
of marketing mix that is used
by Premium inn in order to get
competitive advantages in
external environment.
Company have effectively
hired and trained employees
regarding the way services
need to be delivered to
customers (Doyle, 2016).
Thus, highly determined
employees has contribute in
enhancing customer’s
satisfaction level and
contribute in growth and
success of firm.
Hilton has strong brand image
thus maximum number of
individuals are ready to work
for growth and development
of enterprise. Manager have
provided healthy working
environment to employees that
motivates them to put their
best for expansion of firm.
Process Company in order to provide
optimised customers
experienced has worked on its
process and procedure. It has
Customers can easily book
their room by using digital
technology so all thus ease
and comfort has helped
Premium inn in achieving its
Clear process and procedure
about the way particular task
need to be completed has also
help employees in completing
particular task in limited
wastage of time, efforts and
cost.
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end objectives in limited time.
LO3
P4 Marketing plan of Premium inn
Marketing plan is prepared by manager of premium inn in order to decide or plan key
future action or steps that company could take in order to gain competitive advantages in
hospitality industry. In order to make and evaluated marketing plan of premium inn SOSTAC
model has been used which is explained as follows:
Marketing plan
Executive summary
It is marketing plan of Premium inn that has its operation in London, United Kingdom that is
famous for delivering better services and accommodation facilities to range of customers. The
marketing plan of premium inn has consist objectives, market research, strategies and the way
manager will control and monitor different action so that end goals can be achieved.
About company
Premium inn is hotel in London that offers tasty, delicious and healthy food, accommodation
facilities or room to customers to stay and enjoy their vacation. Vision and mission statement of
company is to delivered services that are beyond customer’s expectancy so that company can
enjoy huge brand image in external environment.
Market research or situational analysis
In order to conduct market research, SWOT model will be used as it helps in understanding
internal and external factors that contribute company in gaining competitive advantages or
maximum sales.
Strength
1. Strong brand image
Weakness
1. Limited resources
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2. Wide products and service portfolio
3. Highly trained and qualified
employees
4. Global presence
Threat
1. Increasing competition level
2. Impact of covid -19
3. Brexit
Opportunities
1. To take advantages of emerging
market
2. To make best use of digital
technologies
3. To form collaboration with another
firm.
Objectives
 To increase profit margin by 15% till 2021.
 To find alternative method to ensure safety of customers so that in case of covid-19 also
they are motivated to be part of organisation.
 To make more use of digital technology in order to enhance customers satisfaction level.
 To take step towards sustainable management so that maximum value can be provided to
customers at minimum rates.
Strategies
Marketing manager of Premium inn has planned to make use of segmentation, targeting and
positioning strategies to induce maximum number of customers to select its products rather than
other competitors in market. Company have segmented people on basis of several criteria like
demographical, psychological, and geographical and income basis so that right strategies can be
decided to influence right individuals.
It has target customers that are mostly interested to have travelling to such a place or hotel that
have luxury or more qualitative services to meet their needs. Younger generation and people that
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belong to high income group are mainly targeted by premium inn for achieving its objectives.
Company have effectively positioned its brand image in minds and hearts of customers by
delivering qualitative and better services to wide range of customers (McDonald and Wilson,
2016). Physical location, strong brand image and reputation are important point that describe that
company have created its strong presence in tourism and hospitality industry of London.
Tactics
Marketing mix are tactics that have been used by Premium inn marketing manager to motivated
or add new and new customers within organisation. Such as:
Products: Company have highly classed room with qualitative services that helps in meeting
customer’s expectancy and increasing overall sales volume of firm around the year.
Price: Premium inn has make use of both skimming and premium price strategies to expand and
grow its business operation across worldwide.
Place: It has operation in different location so that customers as per their choice and preferences
can select the best possible action and meet their respective requirements.
Promotion: Mostly digital technologies has planned by marketing manager of premium inn to
make use to attract customers as it helps in providing more personalised and better experienced
to customers (Rundh, 2016).
Budget of marketing plan
Expense Amount
Stationery 500
Marketing expense 1200
Research and development 1000
Wages and salary to employees 1500
Rent 800
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Total 5000
Action and control
Marketing manager in order to implement the above plan has planned several strategies in
advance and task, roles and responsibilities which need to be performed by specific individuals
so that end goals can be achieved. It has clear specific about vision and mission statement of firm
and the best way task can be completed and resources can be optimum utilised so that customers
can be make happy and satisfied. In order to control several activities, manager of premium inn
has planned to make use of information technology that helped in collecting and storing data
related to actual performance of employees (Di Gregorio and etal., 2019). Thus, helps manager
in planning appropriate strategies that could be used to attain desired goals of organisation.
CONCLUSION
It can be concluded from above report that premium inn marketing manager by devoting
its hard efforts is able to promote growth and success of organisation. It by effectively
conducting market survey, analysing recent trends and opportunities is able to decide appropriate
course of action that could be taken by organisation to gain competitive advantages. The report
also summarised that marketing manager have make best use of marketing mix elements to
enhance profitability and market share of firm in hospitality industry of United Kingdom.
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REFERENCES
Books and journals
Churchill Jr, G .A., 2017. Marketing. Saraiva Educação SA.engineering, 192. pp.342-347.
Di Gregorio, A and et.al., 2019. Employability skills for future marketing
professionals. European management journal, 37(3). pp.251-258.
Doyle, C., 2016. A dictionary of marketing. Oxford University Press.
Grishchenko, O. V and et.al., 2016. Organization, planning and control of marketing
logistics. International Journal of Economics and Financial Issues, 6(8S).
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Heinze, A and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Hudák, M., Kianičková, E. and Madleňák, R., 2017. The importance of e-mail marketing in e-
commerce. Procedia
Kemper, J. A. and Ballantine, P. W., 2019. What do we mean by sustainability
marketing?. Journal of Marketing Management, 35(3-4). pp.277-309.
Kotabe, M. M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Mahoney, L. M. and Tang, T., 2016. Strategic social media: From marketing to social change.
John Wiley & Sons.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Rundh, B., 2016. The role of packaging within marketing and value creation. British Food
Journal.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4). p.76.
Tuten, T. L., 2020. Social media marketing. SAGE Publications Limited.
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Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of
marketing, 5(1).
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