Global Marketing Report: Premier Inn Hotel - Country Audit Analysis

This report provides a comprehensive analysis of Premier Inn Hotel's global marketing strategy, focusing on its brand profile, and the impact of globalization and anti-globalization. It includes an examination of the country profile of Spain, considering its cultural factors, economic indicators, and the si...Read More

Global marketing

Executive Summary
This report will project the brand profile. This report also analysis about the
globalisation and anti globalisation. Country profile will also provide in this report. Audit in
respect to business environment will also analysis in this report.

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
1.2 The Brand Profile........................................................................................................................3
1.3 Globalisation and Anti- Globalisation.........................................................................................5
1.4 Country Profile............................................................................................................................6
1.5 Audit..........................................................................................................................................7
Various factors that may lead to opportunities and challenges for Premier In Hotel.........................7
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
Marketing is defined as a process to promote company’s products and services in
target market. This report is based on the case study of Premier Inn Hotel. The hotel was
established in the year 1987 by the founder Whitbread. Headquarter of the Premier Inn Hotel
is located in Dunstable, United Kingdom. Premier Inn Hotel is a multinational hospitality
chain which caters its hospitality services in many other countries like United Arab Emirates,
Republic of Ireland, Isle of Man, India, Germany and Jersey. Henceforth, the report will
provide brief information about the background of the Premier Inn Hotel. Its target market
and different elements of marketing mix associated with the hotel will be analysed in detail.
This report will also assess the different aspects of globalisation and anti globalisation.
Report will also provide brief overview about the country profile in which the hotel is
planning to expand its business. Furthermore, report will also conduct precise audit on
different elements of business environment influence business of hotel. The whole report will
structure in brand profile, country region profile, environment factors, opportunities and
challenges available for brand entering in new market and at the end report will show a brief
summary and conclusion.
MAIN BODY
1.2 The Brand Profile
Premier Inn Hotel is a British hospitality brand initiated its business operations in the
year 1987. Whitbread was the founder of the Premier Inn Hotel. Hotel is a global chain of
hospitality organisation by operating its hotels in United Arab Emirates, Republic of Ireland,
Isle of Man, India, Germany and Jersey. Along with United Kingdom hotel operate its
business operation in all the above mentioned global locations. Premier Inn is among the
UK’s largest hospitality brand that caters its services with the support of 72000 rooms and
800 Hotels. The company initiated its business operations in the year 1987 with the name of
Travel Inn at the initial stage of business. Whitebread the founder of travel Inn occupied
Premier Lodge in the year 2004 (Aggarwal, 2019). After the occupation is completed the
Travel becomes the Premier Travel Inn which further shortened into Premier Inn Hotel. The
business operations of the Premier Inn hotel were started in 1987 by operating its first sight
next to “The Watermill” Beesfeater restaurant in Basildon. In the year 2004 Whitebread the
founder of the Premier Inn Hotel acquired the hotel chain Premier Lodge at the total cost of
£536 million. This merger has resulted into a huge business expansion which added 141

hotels in the business portfolio of the Premier Inn hotel group. In the year 2004 Premier Inn
opened its 500th hotel in Hemel Hempstead. The hotel management continues to opening up
of new hotels which has resulted into today the Premier Inn Hotel becomes the leading brand
in the hospitality sector across the globe and hotel operate its business operations at the
global level.
Premier Inn Hotel has an effective position in the United Kingdom itself as the brand
in consisting up with the effective market share of more than 9% in the hospitality sector of
United Kingdom. Company targeting the hospitality sector at different locations in globe
which involves India, United Arab Emirates, Republic of Ireland, Isle of Man, Germany and
Jersey.
Marketing mix of Premier Inn
Marketing mix of Premier Inn Hotel brand can be summarises in the following
manner.
Product: Product portfolio of the Premier Inn Hotel is well diversified as the hotel offers
luxury rooms, restaurants, yoga, gym, and playing area for kids and other facilities (Goh and
Jie, 2019). Premier Inn hotel becomes the leading brand in the hospitality sector across the
globe and company’s effective and attractive services played one of the major roles in
achieving such success.
Price: Price structure of the Premier Inn Hotel is affordable in nature. As the company aims
to cater the best luxury hospitality services in the most affordable price range. Company
charge prices starts from medium to high range based on the products.
Place: Premier Inn Hotel operates its business operations in United Kingdom, United Arab
Emirates, Republic of Ireland, Isle of Man, India, Germany and Jersey. Company is well
known for its attractive hospitality services at all business locations which have supported the
company in establishing an effective brand image in all such business locations.
Promotion: Promotional and marketing campaign of the Premier Inn Hotel is well
diversified in nature. As the marketing team of the company channelizes its promotional
campaigns art all productive marketing channels (Idrees, Vasconcelos and Ellis, 2018).
Company engages with social media marketing, internet, search engine optimisation, holding,
radio, magazines and other key approaches of brand promotion.

The above aspects indicate about different elements of marketing mix in respect to the
Premier Inn Hotel.
1.3 Globalisation and Anti- Globalisation
Globalisation the term denoted by expanding the business at international level in
process to entertain more number of potential customers. Globalisation is an effective
strategic tool channelizes to improve the profitability and growth potential of the
organisation. All companies especial in hospitality sector aims to expand its businesses at
international market so that more effective growth opportunities can be catered. As per the
recent statistics market share of the Hospitality sector across the globe worth more than £
253.8 Billion Pound (Marrasso and et.al., 2018). Hospitality sector has witnessed huge
demands in the recent few decades which has resulted into more than 5% of growth rate in
the hospitality sector across the globe. As the emerging demand s of the hospitality sector
leads to hospitality organisations to expand its businesses at other locations in international
market. Management of the Premier Inn Hotel has also applied the strategy of business
expansion at global level in order to improve the growth potential of organisation. Currently
company is catering its hospitality services in 7 locations across the globe. Company owns
more than 800 hotels across the globe which has also provided high brand value to the
company in the hospitality sector. As the globalisation caters effective growth opportunities
to companies along with growth globalisation also serves aggressive competition which also
has been the huge threat for the Premier Inn Hotel. Companies also needs to deal with
complexities attached with the international expansion of business as all geographical
locations consist up with different culture, tradition and different social factors based on the
internal values of the countries. All such social elements play huge role in succeeding the
business in the process of globalisation.
Opportunities of globalisation
Opportunities associated with globalisation can be summarises in following manners.
Growth opportunity: Globalisation caters huge growth opportunities to companies.
Expansion of business at international market provides opportunities to company to improve
the market share and profitability percentage. High profitability is the key opportunity
associated with the globalisation.

Access to new market: Globalisation has provided The Premier Inn hotel an access to new
market (McGuire, Polla and Heidl, 2017). Every time organisation has engaged with
globalisation in process to expand the business operations company got the opportunity to get
access of new hospitality market. New market also caters to new dimensions of operating
business which also provide immense opportunities to innovate new ideas and business
models.
Improve brand image: Globalisation involve expanding the business in new geographical
locations. It provide immense amount of opportunity to improve the brand value of company
by promoting in new market. Brand value play huge role in operating business functions
profitability as it attracts to potential customers.
Challenges of globalisation
Globalisation also associated with plenty of challenges.
Managing employee immigration: Globalisation also require companies to export its human
resources in new locations (Nadda and et.al., 2018). Exportation of human resources
employee in company ensures effective business management at new location. This is the key
challenge Premier Inn Hotel has faced every time it engaged with globalisation.
Cultural challenge: Every geographical location is different which also involve different
culture and values. Company needs to deal with different social factors associated with new
locations to operate its business functions.
Globalisation is the key strategic option available for companies but it also caters
different opportunities and challenges to facilitate business operations.
1.4 Country Profile
Management of the Premier Inn Hotel is planning to engage with globalisation by
opening new hotel in Catalonia, Spain. This globalisation process will leads to new cultural
factors to the company. Spain has a well diversifies cultural values as the peoples from all
religion stays in Spain. Life expectancy of Spain is also more than 83 years which indicates
the healthy lifestyle of people in Spain. All cultures can be identified in Spain. People age
group from 25 to 54 are the majority population in the demographics of Spain. Spain also
comprises with key industries like hospitality, retail, sports equipments, IT and all other
industries part of the business environment. Hospitality is among the leading market sector in

Spain as the place is famous all around the globe. People all across the globe likes to go and
explore Spain each year. Market size for hospitality sector in Spain has been registered as the
worth more than £ 28 Billion (Xue and et.al., 2019). This is an effective amount that denotes
the rich hospitality background of Spain. The premier Inn Hotel company is aiming to
achieve the effective growth by entering into the hospitality sector of Spain.
1.5 Audit
Various factors that may lead to opportunities and challenges for Premier In Hotel
There are number of external environmental factors that prove to be threat and
opportunities for business such as technological changes, economic condition and social
factors. Premier In Hotel need to considered all such factors while planning for expanding its
business in Catalonia, Spain for long term growth and survival in new market environment.
Economical Factors: It includes components such as per capita income, GDP and GNP,
inflation rate, labour force or unemployment rate, trade restriction and exchange rate of
country that proves to be challenges and opportunity for Premium in hotel. GDP is
amount or values of country finished products and service during particular period of
time. Whereas GNP is amount of finished products over period of time so it had been noticed
decrease in economic growth of Catalonia since 2008 and 2013. But in recent year GDP of
Catalonia has risen to 242.3 billion Euros and among them Spain amounting to 1.2 trillion
Euros so Premium hotel has opportunity to expand its business in Catalonia (Forte Fernando,
Gross domestic product in Catalonia and Spain 2003-2018, 2020). Therefore it can be stated
that Spain GDP has risen by 7.4 % and Catalonia to 7.6% thereby continuous growth in
economic provide opportunity to Premium In hotel to launch its business in the country to
earn large amount of profitability. Unemployment has been reduced in since many years ad
temporary contract grew to 10% thus it also impact on income of people living in the society.
Due to rise in GDP of Catalonia, Spain gross average per capita income raised and
approximately estimated 32,000 Euros per person (€32,000: Catalonia’s per capita GDP
reaches 2008 levels. 2019). In 2008, export of Catalonia was accounted €71,624 million that
was 1.1 % higher than previous years and there are approx 17,200 export business on regular
basis, Catalonia contribute 25.1% in total export of Spain. Therefore all such positive facts
state that Premium In Hotel has wide number of opportunity to establish its business in

Catalonia in order to earn higher profitability and market share (Catalonia connects your
business the competitive economy it needs, 2020).
Social Factor: It state that preference, taste and recent trend within society that may impact
on operation and performance of organisation so Premium in Hotel need to effective analysis
such factors to satisfy need of customers and gain competitive advantages. Catalonia have
total population of 7,522,596 within region that are classified into four basis: Barcelona,
LIeida, Tarragona and Girona. Catalonia is home for about 16% total population of Spain and
it is autonomous community which is situated at Iberian Peninsula of Spain. Barcelona has
large population which is over 1.6 million thereby know as one of the populated urban areas
in European Union. It has shown increase in population growth between 1900 to 1970 that is
1.9 million to 5.1 million (Catalonia Population, 2020). 46% of local residents of Catalonia
mostly speak Spanish language and 37% people speak Catalina among them 12% of
population speak both Spanish and Catalina language. Premium hotel In need to hire and
select employees that are able to understand both Spanish and Catalina to provide qualitative
products and services to guest within limited time and efforts. It was also estimated that in
2010 and 2017 there was decrease in population of Catalonia to 0.3% thus in recent years
growth of population in lower than that of previous year. People that live in Catalonia have
faith in Catholicism which also included Islam, Buddhism and Atheism. Therefore two region
are mostly followed by people first is Catholicism and another is Atheism that are practiced
over by 52% residents of Catalonia. Company has to make investment and infrastructure as
per religion and tradition and modern culture preference of people living in Catalonia. It
have more women as compared to men and people age between 42-46 are more as compared
to others so Premium has to formulate marketing strategies as per their needs and preference
in order to gain competitive advantages and increase its brand image (Forte
Fernando, Population of Spain by gender 2019). Therefore it can be stated that social factors
also helps premium in hotel to formulate appropriate strategies so that it can meet needs and
requirement of people and remove various challenges that hinder smooth operation of firm.
Technological Factor: Various trends and preference of people in environment keeps on
changing so company need to find new and innovative method so that it can fulfil unsatisfied
need of people and enhance its market share. Due to digitalisation and various change and
development in technology Premium In hotel has an opportunity to use innovative technology
to deliver services to customers. It can also market various services offered by company
through social media as it is used by most of people to choose a particular hotel for spending
their leisure time and money. Use of technology helps in reducing of wastage, time and

efforts thus helps in rendering qualitative services to customers within limited time. Various
payment and booking process can be made easily through innovative technology such as e-
commerce, e-payment, E-booking thereby saving time of guest and effectively deliver of
services. Various addition service provide by Premium in Hotel such as free WiFi facilities,
4G network with rooms and garden areas so that they can enjoy their trips. Government is
also spending lot in research, infrastructure and technology for economic growth and
development of Catalonia. Therefore technological innovation increases cost of production at
the same time provide opportunity to company to enhance their sales, customers satisfaction
and profitability.
CONCLUSION
From the above report it can be explained that global environment impact on company
operation and performance so they need to be considered for smooth operation of business in
the industry. Strong brand image helps in increasing sales volume, profitability and
expanding of business in new market share. Marketing Mix strategies are formed by company
in orders to influence and motivate people to prefer products and service of specific company
as compared to another. Lastly it can be stated that country profile helps Premium In Hotel
forming effective strategies so that it can gain maximum customers satisfaction in new
market for maximum output of investment made by firm.

REFERENCES
Books and Journals
Aggarwal, A., 2019. How has globalisation affected the economic growth, structural change
and poverty reduction linkages? Insights from international comparisons (No. 015).
United Nations University-Maastricht Economic and Social Research Institute on
Innovation and Technology (MERIT).
Goh, E. and Jie, F., 2019. To waste or not to waste: Exploring motivational factors of
Generation Z hospitality employees towards food wastage in the hospitality
industry. International Journal of Hospitality Management. 80. pp.126-135.
Idrees, I. A., Vasconcelos, A. C. and Ellis, D., 2018. Clique and elite: inter-organizational
knowledge sharing across five star hotels in the Saudi Arabian religious tourism and
hospitality industry. Journal of Knowledge Management.
Marrasso, E. and et.al., 2018. Dynamic simulation of a microcogeneration system in a
Spanish cold climate. Energy Conversion and Management. 165. pp.206-218.
McGuire, D., Polla, G. and Heidl, B., 2017. Unlocking hospitality managers career transitions
through applying Schein’s career anchors theory. European Journal of Training and
Development.
Nadda, V. and et.al., 2018. Neoliberalism in the Tourism and Hospitality Sector. IGI Global.
Xue, D. and et.al., 2019. Comprehensiveness and Locality: Website Marketing of World City
Governments in the Era of Globalisation. Chinese geographical science. 29(1).
pp.86-99.
Online
Forte Fernando, Gross domestic product in Catalonia and Spain 2003-2018, 2020., [Online].
Available Through: <https://www.statista.com/statistics/327063/gross-domestic-
product-in-catalonia-and-spain/>.
Catalonia connects your business the competitive economy it needs, 2020., [Online].
Available Through:
<http://catalonia.com/catalonia-barcelona/catalonia-barcelona/Catalonia-facts-
figures.jsp>.
€32,000: Catalonia’s per capita GDP reaches 2008 levels. 2019, [Online]. Available
Through:
<https://www.catalannews.com/business/item/32000-catalonia-s-per-capita-gdp-reaches-
2008-levels>.
Catalonia Population, 2020,[Online]. Available Through:
<https://worldpopulationreview.com/regions/catalonia-population/>.
Forte Fernando, Population of Spain by gender 2019, [Online]. Available Through:
<https://www.statista.com/statistics/445373/population-of-spain-by-gender/>.