Marketing Plan Analysis for Premier Inn and Hospitality Business

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This report provides a detailed analysis of Premier Inn's marketing strategies, encompassing marketing management philosophies, principles of marketing, corporate social responsibility, and ethical considerations. The report examines Premier Inn's application of the promotional mix and integrated marketing communications strategy, illustrating how the hotel brand utilizes advertising, personal selling, sales promotion, public relations, and direct marketing to reach its target audience. Furthermore, the report includes the development of a marketing plan for a proposed hospitality business, demonstrating the application of marketing principles in a practical context. The analysis covers the importance of marketing in the hospitality industry, emphasizing how effective strategies contribute to business growth, customer satisfaction, and profitability.
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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
For Premier Inn hotel, analyse each of the marketing management philosophies and provide
examples of the principles of marketing, corporate social responsibility, and ethics. ................1
For Premier Inn hotel demonstrate their use of the promotional mix and integrated marketing
communications strategy.............................................................................................................4
For your own proposed hospitality business prepare a marketing plan ......................................6
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11
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INTRODUCTION
Marketing is important activity for each organization as it mainly uses to provide the
information and messages regarding the particular product and services. If organization is
bringing the uses of effective marketing strategy then it will be an opportunity to grow their
business and attain the higher profitability (Tronvoll, Barile and Caputo, 2018). To attracts the
number of consumers in a crowded place, important thing is to know the needs and wants of
target audience which can help to manage the each activity and performance. The management
should be analysis the performance and formulate effective strategies that can help to deliver the
better performance. This report is based on Premier Inn hotel has been selected that is large size
UK's brand hotel, which is operating in variety of locations including city centres, Suburbs, and
airports that can help to attracts the large number of customers and attain the higher profitability.
The management understand the needs of their regular customers and manage the all activities
which provides higher performance and maintain business effectiveness. This report covers
marketing management philosophies, principles of marketing, corporate social responsibility,
and ethics. This also covers uses of promotional mix and integrated marketing communication
strategy that can help to attain the competitive advantages. Moreover, it covers proposed
hospitality business by preparing marketing plan.
MAIN BODY
For Premier Inn hotel, analyse each of the marketing management philosophies and provide
examples of the principles of marketing, corporate social responsibility, and ethics.
Marketing management philosophies can be defined as concept of marketing that is a
continuous process of organization uses to introduce their products and services in changing
environment. This can help to develop the business by growing activities and performance so
that each activity can be perform effectively. Marketing is the process of creating,
communication, coordinating, and delivering the products to customers with the object of
satisfying their needs and demand in changing environment (Hua, 2019). As awareness is
needed at everyplace so by using the marketing and advertisement an organization can introduce
its products which leads to increase in sales and performance. Premier Inn hotel organisation is
using different marketing philosophies such as:
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Production concept - This can be defined as most important philosophy which
organization uses to focus on production process. In this, management maximise the production
by knowing needs and wants of their customers and provide them kind of products in wider
range that can help to attain the higher performance (Visconti, Peñaloza and Toulouse, eds.,
2020).
Product concept - This concept is related to product which are providing by organization
for the purpose of increasing sales and profitability in the business environment. The potential
customers favors that product which are of good quality, performance and innovative features
that can help to maintain the higher performance and profitability. In this, Premier Inn hotel will
focuses on making superior products and improve the organizational effectiveness by delivering
better quality of products and services.
Selling concept - This can be defined as essential philosophies which is required to be
used by organizatin for the purpose of maintain a business and attaining the competitive
advantages. The aim of organization is to increase the sales by influencing number of customers.
This concept is uses by Premier Inn hotel as it see the needs of customers and producing the
products which are demanding by customers that can help to increase sales and performance
(Rendtorff, 2018).
Marketing concept - This can be defined as competition concept that belives success of
any business depends on marketing efforts and channel that deliver better value preposition and
management than competitors. This can help to increase sales and profitability in changing
environment so that it can develop their business and manage the activities. Premier Inn hotel
this philosophy for the purpose of delivering better quality of products and services by using
effective channel of market which can help to attain the higher competitive advantages.
Effective marketing strategy and planning uses by organization for making the difference
between selling and markteting which uses to develop the business and increasing value of
customers, clients, and business.
Different marketing principle uses by Premier Inn hotel that are as explained:
Product – This means goods and service which are provided by organization to meet
specific needs of customers and maintaining the prrofits. For each organization it is important to
know what type of products and service are customers demand and how they can be satisfied.
Premier Inn hotel is providing better quality of hotel services such as staying, food, and visiting
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places which can help to attracts the large number of customers and attain the higher profitability
in the changing environment (Macedo, 2018).
Price – This is important principle of marketing which states price matters for customers
a lot so organization should set effective prices of their products and services which can help to
manage the business and deliver the higher performance. Premium pricing strategy is adopted by
Premier Inn hotel that can help to deliver the products and services in high range and maintain
the business effectiveness. This can help to increase the number of customers and performance in
challenging environment and attain the greater profitability.
Place – This means point of sale and place where products and services are being
launched. This principle varies between bricks and mortar that can help to sale the products to
local and regional customers. Premier Inn hotel is a British chain and UK's largest hotel that has
more than 72000 rooms and 800 hotels. The hotel is operating in variety of location involving
city centres, subburbs, and airports which influces high range of customers (Popescu, 2020).
Promotion – This principle encompasses through marketing communication strategy and
techniques that being uses to develop the business and increase the performance in competitive
market. Promotion is how organizations communicate their product to consumer and increase the
sales. Premier Inn hotel is using advertisement, social media, and digital marketing for increasing
sales and profitability. By using such sources it is targeting potential customers use usually book
room for business meeting and spending their holidays which can help to increase the sales and
profitability.
Corporate Social Responsibility - This is effective practices which uses by organization
to increase the value of business by contributing in social activities and performance which can
help to maintain good performance. This principle is uses by Premier Inn hotel by taking part in
corporate social responsibility as it uses in safety, health & environment policies, supplier
sustainibility guidance, maintaining quality of services and others activities that build the
customer trust and increase the organizational performance in changing environment. This also
helps to maintain higher brand image and better performance by delivering better performance
(Hole, Pawar and Bhaskar, 2018).
Ethics - This means moral principle that states what is good for individual and society so
that changes can bring accordingly. In other words, ethics are the core values of any business that
states how activities and functions should be perform systematically. The management of
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Premier Inn hotel uses ethics in their organization by managing all activities and functions
systematically which can help to increase customers trust and organizational performance.
Moreover, management maintain good code of conduct, values of business and proper
arrangement of activities which can help to increase the sales and performance in competitive
environment and attain the higher profitability.
For Premier Inn hotel demonstrate their use of the promotional mix and integrated marketing
communications strategy
Promotional mix refers as collection of several promotional tool which uses by
organization to create, maintain, and increase the desires for products and services effectively. In
other words, integration of advertising, personal selling, sales promotion, direct marketing, and
public relation activities are performing by organization in order to increase their sales This is
important for all organization to understand the needs and wants of their customers and
formulate the planning which can help to increase the performance and profitability effectively.
In context to Premier Inn hotel, management can use the promotional mix strategy that are as
explained:
Advertising – This can be defined as paid form of non personal presentation and
promotion of goods and services which are uses by organization to introduce different kind of
products and services in challenging environment. The management of Premier Inn hotel tries to
build a pull strategy where customers is instigate to try the product atleast once. The
management provides graphics and effective view of hotel that helps to grab the customer's
attention and influences the purchse decision (Saura, Palos-Sanchez and Correia, 2019).
Personal selling – This can be defined as traditional form of promotional mix where in
sales person interacts with customers directly by visiting them and make decision to buying
particular products and services. In other words, it is the face to face interaction between
company representative and the customers which can influence the number of customers and
attain the higher profitability. In context to Premier Inn hotel, management can be use personal
selling as a promotional mix by maintaining face to face interaction that influence the customers
to purchase products and services.
Selling Promotion – This can be explained as short term incentives that are given to
customers to have an increase sales for given period and increase the profitability. In this,
organization gives various discount , coupons, payback offers, freebies etc that increases shirt
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term benefits of organization . In context to Premier Inn hotel, management are using sales
promotion as payback offers, discount and festival discount which can help to increase sales and
performance by attracting existing and new customers (Fraser-Arnott, 2020).
Public Relations – This can be explained as activity which uses by organization for the
purpose of increasing sales and performance. The organization is creating good relation with
general public by maintaining good performance and activities. This can be adopted by Premier
Inn hotel's marketers for building the favourable image in market by creating good relation with
suppliers, managers, employees, customers distributors, shareholders, and government that can
help to increase the sales and profitability by creating good relations.
Direct Marketing – This can be defined as effective method of marketing which can be
use by organization for the purpose of reaching the targeted customers and increasing the
organizational sales in competitive environment. In context to Premier Inn hotel, marketers are
using intent technology such as emails, text messages, social media, print media, SMS and others
which can help to develop a business in changing environment and attain the higher profitability
(Alananzeh, Tarhini and Algudah, 2018).
Therefore, all promotional mix methods are uses by Premier Inn management which can
help to reach the targeted customers and attain the higher profitability in the competitive
environment by influencing number of customers and deliver the best quality of products and
services.
Integrated Marketing communication
Integrated marketing communication is a concept which uses by organization to carefully
integrate and coordinate its many communication channel for the purpose of delivering a clear
messages. This is important for all organization to use the effective communication which can
help to identify the problem and get them a proper solution that can help to increase the
productivity and profitability. In other words, integrated marketing communication is the
integration way of all marketing tools, approaches and resources that uses by companies to
maximize impacts on consumer mind that give higher results such as maximum profits and
minimum cost. In context to Premier Inn hotel, marketing management uses all tools for the
purpose of integrated the effective communication between management, employees, customers,
suppliers and other people which can help to increase the sales and profitability effectively. This
can help to develop a business by increasing number of customers. Moreover, management uses
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promotional mix method for awaring customers refarding their services which they have
implemented due to Pandemic (Covid-19) that build the customer trust that organization is
providing healthy and safety services by taking all precautions which bring the improvement in
sales profitability (Camilleri, 2018).
For your own proposed hospitality business prepare a marketing plan
Hotel Star Inn is proposed hospitality industry which is going to establish in London by
analysing the market situation and business environment which can help to operate the business
and increase the profitability. As a business owner of such proposed Hotel, there is need to
formulate a market plan which can be uses by organization to formulate the effective planning
and increase the awareness of people which can help to increase the sales and performance in
competitive environment and attain the higher profitability (Coculescu, Purcărea and Coculescu,
2018). The aim of organization is to become a leading organization in hospitality industry by
increasing business activities and developing the business in environment. If all functions and
activities are properly formed then it will be opportunity for hotel to attracts the large number of
customers by delivering better quality of products and services. For preparing marketing plan
following stages are followed:
Executive Summary: Hotel Star Inn is newly established organization which is designed
and structured for the purpose of providing better quality, safety, tasty of food. The hotel will
also provide staying services to its guest on their demand as they comes to visit the country and
formulate planning which can help to increase the sales and performance in competitive
environment.
Vision and Mission : The mission of Hotel Star Inn is to attracts the large number of
customers by delivering them better quality of products and services. And Vision is to maintain
the higher higher brand image in hospitality industry by managing all activities and functions
accurately.
Objectives: The SMART objectives of Hotel Star Inn are:
To increase the product and customer base in dynamic environment within 2022.
To capture the higher market share by 60%.
To satisfy the number of customers and maintaining good performance.
To gain the profitability and turnover ratio by 70%.
Industry analysis:
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To analysis the Industry and external environment PESTLE analysis is required to be
done such as:
Political In UK, government and tax rates are stable which
will provide a business opportunity to Hotel Star Inn
to run their business without any intervention and
increase the sales that can help to reach the targeted
goals (Kreutzer, 2019).
Economical The inflation rate of UK have reduced after Brexit
which become an strength for Hotel Star Inn as to
increase the number of customers by implementing
marketing plan which increases sales and
profitability.
Social The population of UK is increasing day by day
where people are demanding variety of products and
services. After Pandemic in 2019, this factor might
be affected the business of Hotel Star Inn negatively
as customers stopped to visit and booking the hotels.
Technological This factor impacted positively on Hotel Star Inn as
it uses innovation and new technology such as VR,
AR, and digital booking which provide the safety
and easier working that increases sales and
profitability in changing environment.
Legal Hotel Star Inn is following all rules and regulations
in relation to employment and food safety, proper
protection to customers etc. that will help to increase
the workings (Parikh, 2019).
Environmental To reduce the wastage, carbon emission and other
environment related rules are needed to follow that
will help to increase the insights of customers and
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encourage them to book hotels.
Situational Analysis
The management of Hotel Star Inn uses the situational analysis that can help to operate a
business and increase profitability. The SWOT analysis of proposed hotel are as:
Strength Weakness
Hotel Star Inn is newly established
hotel that provides all type of food and
better staying services.
To operate all business activities and
functions in effective manner.
Having skilled and talented employees.
Proper hygiene maintenance and
organic food.
Properly sanitized and clean place to
spend time.
Having many competitor and hotels in
UK that can be threat for Hotel Star
Inn.
Occurrence of language and
communication barrier.
Lack of customer experience.
Lack of guidance to employees which
create the problem to manage the
business and develop effectiveness.
Opportunities Threats
Having range of products and services
in UK market which can help to attain
the higher profitability.
Using innovation and new technology
in making the work easier.
Focusing on customer's demand and
offering services accordingly.
To expand the business by entering in
to new market.
Changing in customer demand and
needs.
Changing in climate and weather which
create the challenge.
Changes in currency rate.
Minimum investment in FDI.
Lacks in management of fund flow.
Market Segment
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This is the continuous process of dividing the market in to different groups which can be
use by organization to increasing the sales and performance in competitive environment. Hotel
Star Inn is proposed Hotel that is using the market segment that are as explained:
Segmentation The segmentation involves three aspects such as behavioural,
demographic and geographic that can help to manage the workings and increase performance.
The management of Hotel Star Inn focusing on demographic segmentation in which it identify
income group and needs of customers then provide the better quality of products and services
which can help to increase profitability.
Targeting – The management of Hotel Star Inn targeting between the age group of 20-60
years old people which can help to attracts the large number of customers and attain the
profitability (Tafesse and Wien, 2018).
Positioning – By offering range of products and better quality of services in their Hotel
Star Inn, maintaining higher position which will help to gain higher brand image and market
share in competitive environment.
Significance of Marketing mix
Product Hotel Star Inn is providing variety of food products and staying
services which can help to increase the number of customers
and maintain higher performance.
Price Competitive pricing strategy is going to adopted by
organization that will grab the attention of their customers and
increase the performance.
Place Hotel Star Inn is providing their hotel services in London, UK
that will help to grab the higher market share and brand image
in challenging environment.
Promotion The management of Hotel will use social media, print media,
digital marketing, and advertisement that will help to reach the
potential customers and attain the higher profitability.
Physical evidence The physical product which are going to provide by hotel are
food, rooms, good interior and exterior which will influence
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number of customers and attain the higher profitability.
Process The online and offline process will going to be use by Hotel
that can help to increase the number of customers and attain the
higher profitability effectively.
People The sales manager, marketing people, employees,
administration, operation, front desk and other people are
organising all activities of organization.
Financial projection : To implement the marketing plan by management of Hotel Star
Inn there is need to analyse or prepare the budget which can be use to operate the all activities
and functions in effective manner and attain the higher performance. The expenses which occurs
in implementing the marketing plan that are shown by designing a budget such as:
Particular Amount £
Operating activities £ 40000
Investment activities £ 50000
Financial activities £ 60000
Total £ 150000
Monitoring and Controlling : This is important activity of marketing plan which uses
by organization for the purpose of running a business and attaining the higher profitability by
establishing a business and providing better quality of products and services. The management of
Hotel Star Inn uses KPI and Benchmarking tool that will help to arrange all workings and
increase the profitability. KPI tool uses to evaluate the performance as how financial and non
financial indicators are managing properly. Benchmarking tool is uses to compare the activities
and performance with other hotel industry then bring the changes in performance which can help
to increase the sales and attain the competitive advantages effectively.
CONCLUSION
From the above report it can be concluded that marketing mix is the tool which uses by
organization to increase the sales and performance in competitive environment. To run a
business there is need to have effective planning in relation to marketing and operation which
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