Marketing Essentials Activity-2: Premier Inn Case Study Report

This report provides a comprehensive analysis of Premier Inn's marketing strategies, focusing on the company's role within the broader organizational context, its mission and goals, and the development of a strategic marketing plan. The report examines the interrelation between the marketing and finance departments, highlighting how financial resources support marketing activities. It outlines Premier Inn's mission to provide excellent facilities and services while ensuring a good work environment and reasonable returns. The report also presents a detailed SWOT analysis, identifying Premier Inn's strengths, weaknesses, opportunities, and threats within the competitive hospitality industry. Furthermore, it discusses the company's objectives, including plans to enhance sales and profits through the introduction of new services like gyms. The marketing mix, including product, price, and budget allocation, is also analyzed, providing insights into how Premier Inn approaches its target market and manages its resources. The report concludes by emphasizing the importance of marketing in achieving organizational goals and objectives.

Marketing Essentials
(Activity-2)

Content
• Introduction
• Role and responsibilities of marketing related to the wider
organisational context
• Mission and goals of organisation
• Strategic marketing plan
• Conclusion
• References

Introduction
Marketing is activity conducted within organisation for managing and
exchanging relation within customers as well as organisation for
ensuring satisfaction of both. Major motive of company behind
implementing marketing practices is gaining quick growth and
success. This presentation is based on Premier inn which is part of
hospitality industry and it is largest brand of UK which have
approx. 72000 rooms and 785 hotels.

Role and responsibilities of marketing
related to the wider organisational context
Marketing and finance department – These two department are
interrelated with each other as finance department provide appropriate
amount of capital for business function. For making sure that day to
day activity will be perform in effective manner without facing any
financial problems. Whereas, marketing division do research for
gathering information related to several factors such as funds, bank
loan rate and so on.

Mission and goals of organisation
Mission of Premier Inn – To offer finest facilities as well as services
in market while providing good work place to staff. Along with this,
reasonable return on amount invested by owner.
Goals of Premier Inn - Premier Inn goals is to enhance sales and
profit of the firm along with the increasing customer base by
launching gym in the hotel premises.

Strategic marketing plan
Marketing plan is document which involve several aspects related to
development of new project. It include company overview,
objectives, situational analysis, strategies and many more which
assist in execution of entire project. For Premier Inn Marketing plan
is crucial as it help in undertaking of project so that better outcomes
can be accomplished.

Company overview
Premier Inn is UK based
hospitality sector company
founded in 1987 and
Whitbread is its founder.
They are serving in UK,
United Arab Emirates,
Ireland, India, Germany and
Isle of Man.

SWOT Analysis
It is an model that utilise by an
corporation for determining
market opportunities as well as
competencies. By implementing
SWOT analysis Premier Inn can
identify their weakness and threats
for minimising its impact on
business operation.

Continue…
 Strength Weakness
 Premier Inn is one of the largest Hotel chain in
UK and have wide customer base.
 There offering is one of the strength as they are
providing spa, swimming pool, Wi-Fi etc.. at
affordable price.
 Major weakness of Premier Inn is that they have
limited global presence in comparison of some
other market giants.
 Wide level of competition Company is going
through which simply means small margins.
Opportunities Threats
 Premier Inn have opportunity to grow their
business in developing nations such as China as
they have large population.
 Along with this, they can also grow in other
sections like restaurant, travellings and many
more for increasing customer base.
 Hospitality industry have high level of
competition same for Premier Inn also from
Hilton, Ibis, Travelodge and so on.
 Changing rules and regulation of government is
also threat for respective company.

Objectives
Specific: Premier Inn is expecting to enhance sales and profit of the
firm along with the increasing customer base by launching gym in
the hotel premises.
Measurable: 25% increase in sales and profit is expected by the firm
whereas 20% increment in the customer base.
Achievable: Company is expecting to improve the sales and profit
through hiring new staff and offer them necessary training for
handling the customer in gym.

Marketing mix
Product – Premier Inn offering Gym as their product by keeping
customer experience in mind while doing workout. Equipment related
to gym should be of latest technology and having proper safety which
ensure customers safety.
Price – Respective hotel will keep price of their gym low because guest
or customers are already facing for services. If price of gym will be
high then it result in customers dissatisfaction. There is chances of
increasing price when condition will be in favour of Premier Inn.

Budget allocation
Estimated budget for Premier
Inn is €500, 000 it will be
utilise for several purpose
like purchasing machinery,
hiring trainers, development
of infrastructure and so on.
Particulars Amount (€)
Marketing 50000
Trainer and supporter 100000
Equipments 300000
Safety measures 50000