Marketing Functions and Strategies for Premier Inn Report

This report provides a comprehensive analysis of Premier Inn's marketing strategies, focusing on the core concepts of marketing, current and future trends, and the different marketing processes employed. It examines the roles and responsibilities of marketing functions, including promotional strategies, strategic marketing plans, and their impact on the organization. The report delves into the interrelationships between marketing and other functional departments, such as HR and finance, highlighting the value and importance of the marketing role within the hospitality industry. A detailed comparison of Premier Inn and Holiday Inn's marketing mix, encompassing the 7Ps (product, price, place, promotion, people, process, and physical evidence), is presented. Furthermore, the report critically analyzes the significance of effective interrelationships between different functional departments, offering insights into how Premier Inn leverages these connections to achieve its marketing objectives. The report concludes with a strategic marketing plan for Premier Inn.

HOSPITALITY MK
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Concept of marketing, including current and future trends........................................................1
Overview of the different marketing processes..........................................................................2
Role and responsibilities of a marketing functions.....................................................................3
Analysis of how marketing influences and interrelates with other functional departments of
the organization...........................................................................................................................4
Value and importance of the marketing role...............................................................................4
Marketing mix 7P's ....................................................................................................................5
Critical analysis of the significance of effective interrelationships between different functional
departments.................................................................................................................................7
ACTIVITY 2....................................................................................................................................7
COVERED IN PPT.....................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as the essential activity that firm perform to promote its
products or service effectively into competitive market place. This includes
advertisement, selling and transportation of goods to clients (Bowie and et. al., 2016).
As per the scenario the chosen Hospitality company for this report is Premier Inn, it s
the well known Hotel brand of UK. They are providing their services in most of the
areas such as Germany, Ireland and many more. The purpose of this report is to
explain marketing function roles and responsibilities with its interrelationship with
another functional department. In addition to this, the comparison of different
companies in respect of marketing mix are explained and strategic marketing plan are
also prepared in this report.
ACTIVITY 1
Concept of marketing, including current and future trends
Marketing is considered as the procedures of management which is accountable
in finding, anticipating as well as satisfying the needs and wants of clients in profitable
ways. Concepts of marketing is defined as the belief in which hospitality firm have to
assess the requirements of guest thereafter take decisions for accomplishing that
effectually in comparison to its competitors. Moreover, marketing plan is helpful to
develop future and current trends as it fix targets as per the present as well as future
guest needs.
Current trends
This is defined as the trends that is decided by analysing current marketplace as
well as needs of clients (Brennan, 2016). As Premier Inn are using some recent trends
such as email, campaigns, social media and others. Some of them are discussed
below:
 Social media: This is considered as the leading trends as currently most of the
organisation are using this trends. Now a day various people are connected and
utilising social media sites like Facebook, twitter and others. This particular trend
is utilising through Premier Inn in order to reach towards various guests as well
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as grab the attention of more visitors. Moreover, this is helpful for enhancing its
brands images and attain objectives.
Future trends
This is defined as the trend that is decided through examining the choices as well
as preferences of clients. There are various trends that can be utilised by Hospitality
industry in future such as Virtual reality, live videos and others. The trends that can be
used by Premier Inn is discussed below:
 Artificial intelligence: This trend is brooming within hospitality industry, artificial
intelligence is considered as the machines or computers that perform works
which are traditionally need cognitive function to perform those. So, Premier Inn
can use Amazon Alexa through which they can able to provide personal virtual
assistant to visitors or guest within hotel. With the help of this they can order
room services, call receptionist and others. This facilitates satisfaction to clients
and attain objectives.
Overview of the different marketing processes
Marketing process is defined as the system that assists to analyse opportunities
into marketplace, choosing targeted market, developing marketing mix as well as
marketing effort management. In Premier Inn, process of marketing are discussed
below:
 Analysis of marketing opportunities: This is the initial step, where firm
examine the opportunities within competitive market as well as these are
associated with requirements and demands of guests or visitors
(Dzhandzhugazova and et. al., 2016). For instance, Premier Inn has to utilize
marketing information system as this plays crucial role to gather information
regarding marketing.
 Choosing targeted market: This is considered as the crucial step as in this
targeted clients are chooses. At this, Premier Inn can select the targeted
market as per the few things such as choices of visitors, income of people and
others.
 Developing marketing mix: After formulating the marketing strategies for
targeting marketplace. Premier Inn will plan to develop marketing mix. As it is
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controllable marketing variable set that they can combine for meeting the needs
of targeted market area. At this step, they are mostly concentrated upon 4 P's
that is developed to accomplish needs and objectives by serving value service
to visitors.
 Marketing efforts management: Firm develops marketing efforts for attaining
targeted marketing goals. It mainly intent on 4 management function such as
analyzing, preparing, implementing as well as controlling. So, Premier Inn can
focused upon all those elements for achieving desirable goals. As it main
objectives is to provide valuable service and attract more visitors (Marketing
Process and the Steps involved in Marketing Process, 2019).
Role and responsibilities of a marketing functions
There are many roles as well as accountability of marketing function through
which the objectives of firm will be attained effectually and efficaciously. Marketing
department is accountable for developing and maintaining brand reputation that assists
firm to sustain for longer periods (Epuran and et. al., 2015). The roles and
responsibilities that is performed through Premier Inn marketing department are
discussed below:
 Formulation of promotional strategies and campaigns: Within this marketing
functions, the promotional as well as strategies will performed for grabbing the
attention of more visitors. In Premier Inn, the role and responsibilities of this
marketing functions is to identify the recent trends of markets and demands of
guest. Moreover, it has to formulate marketing strategy such as social media for
grabbing the attention of more visitors as well as maximize the consumer base.
 Define strategic marketing plan: This marketing function is considered as
document where action, objectives and others are explained which will be
implemented through marketing section. This particular function is very effective
for hospitality industry as this assists them to deliver crucial project aspects to
employees and another department. So, the roles and responsibilities of this
marketing function in Premier Inn is to develop effectual marketing plan that is
related with its strategy as well as outcomes in attaining objectives.
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Analysis of how marketing influences and interrelates with other functional departments
of the organization
In hospitality Industry, such as Premier Inn is considered as a largest hotel
brand that serves their services into various country. So, it is essential for marketing
department of selected hotel to co-operate with another department. Therefore, the
interrelationship of marketing sections with another functional divisions are discussed
below:
 Marketing and HR: Within Premier Inn, the human resource department is
accountable for hiring as well as fulfilling the vacant post. On the other hand,
marketing section is responsible for doing advertising of vacant post in order to
grab the attention of talented candidates. Therefore, both marketing as well as
human resource division are performed together that assists them to recruit
proficient candidates for attaining their objectives.
 Marketing and finance department: In Premier Inn, both department finance
and marketing are interrelate with one another as one are responsible for
facilitating effective amount of funds. On the other hand, marketing section
perform research in order to accumulate information regarding several aspects
like finances, bank loan rates and others. So, both division perform together to
get knowledge about several sources to accumulate finances and also use them
effective for the beneficial of hotel.
Value and importance of the marketing role
Within Hospitality industry such as Premier Inn, the marketing department plays
various roles and responsibilities which have its own values as well as importance. As it
aids them to promote its services into competitive marketplace that outcomes in
grabbing the attention of more visitors and enhancing sales efficaciously (Kandampully,
Zhang and Bilgihan, 2015). In addition to this, its plays crucial role in fulfilling vacant
post through putting advertisement as this assists them to attract more proficient
candidates.
Marketing mix 7P's
Marketing mix is defined as the set of action or tactics that a company applied in
order to promote their brand and product or services into marketplace. This includes 7
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P's like product, price, place, promotion people, process and physical evidence
(Langvinienė and Daunoravičiūtė, 2015). So, the Premier Inn and Holiday Inn of
marketing mix are discussed below:
Particulars Premier Inn Holiday Inn
Product This is the famous hotel within
hospitality industry. So the
product or service provided
through them are wifi, swimming
pool and others. The hotel that is
located in eco friendly
atmosphere assures the clients
satisfaction.
It is also the well-known
hotel in hospitality industry
as they provide various
services like entertainment
park, Air conditioned rooms,
internet access and others.
Moreover, it is kid friendly
as they conduct various
events for children in hotel
premises.
Price This hotel is using premium
pricing strategy as this is the large
hotel within hospitality industry in
United Kingdom. As its prices
shows their value as well as
brand image.
It usages both premium as
well as economic pricing
strategy as all types of
visitors come to the hotel.
Place As Premier Inn is serving their
services is various countries like
UK, Germany, India and others.
Few of them situated in
mountains such as London, Paris
and others. As well as some are
at sea area.
Respective hotel is
operating in around 100
countries as well as this is
mostly located at famous
and premium areas like
Paris, London and others.
Moreover, this is also
located at peaceful are such
as Andaman and Nicobar
islands etc.
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Promotion There are various techniques
related to promotions that are
utilising through Premier Inn are
social media such as Instagram
and Facebook.
Holiday Inn is utilising social
media platform in order to
grab the attention of more
guests or visitors and
enhance sales. But they are
also applying few traditional
promotion tools like
television, billboards and
others.
People Within Premier Inn, staff are
treated as the valuable assets.
Moreover, they has effective
communication skills which will
assists in delivering essential
information to visitors and
suggesting better options.
Holiday INN also treat their
staff as a crucial assets.
Because it has talented and
proficient employees that do
its work effectively as well
as make its guest satisfied
by facilitating appropriate
services.
Process Premier Inn usages various
procedures like attending visitors,
consumer services for solving
their queries and reception for
facilitating crucial data.
The procedures which is
followed through respective
hotel are receiving as well
as dropping the guest, clean
room , effective consumer
service and others.
Physical evidence Premier Inn has effective physical
evidence that have big rooms as
well as few of the hotels are sea
facing and in mountain that
facilitates clean, well decorated
and tidy rooms.
Premier Inn physical
evidence is they has
beautiful interior that can be
effective gran the attention
of visitors. Moreover, they
also has lighted and
spacious rooms along with
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soft music into premises
that assures clients
satisfaction.
Critical analysis of the significance of effective interrelationships between different
functional departments
From above discussion, it is concluded that in Premier Inn marketing division is
interrelated with another functional department like HR, finance and others. This has
positive affects upon respective hotel performance as marketing and finance section
perform together that outcomes in examining effective sources of fund for Hotel
(Lordkipanidze, 2018). Moreover, HR department significant role for marketing as this
aids them to fulfil the vacant post effectively through promotion. Hence the
interrelationship of marketing section with another department plays crucial role in
development of hotel by obtaining appropriate funds, proficient staff and other which is
help ful in attaining organizational objectives.
ACTIVITY 2
COVERED IN PPT
CONCLUSION
As per the above, report, it has been concluded that marketing plays important
role in Hospitality Industry as this help in promoting their brand effectively. Moreover,
marketing department plays various role and responsibilities such as preparing
promotional strategies and campaigns, strategic plans for profitable marketing and
others. Some functional department of hospitality firm are interlinked with marketing
department like finance with marketing, HRM with marketing and so on. Also, it has
summarised that various hotels have different marketing mix that aids them to attain
their objectives in effective and efficient manner.
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REFERENCES
Books and Journals
Bowie, D. and et. al., 2016. Hospitality marketing. Routledge.
Brennan, P., 2016. An Examination of Assessment Practices(Doctoral dissertation, Letterkenny
Institute of Technology).
Dzhandzhugazova, E. A. and et. al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education. 11(17). pp.10387-10400.
Epuran, G. and et. a., 2015. Sustenability and organic growth marketing: an exploratory
approach on valorisation of durable development principles in tourism. Amfiteatru
Economic Journal. 17(40). pp.927-937.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Langvinienė, N. and Daunoravičiūtė, I., 2015. Factors influencing the success of business model
in the hospitality service industry. Procedia-Social and Behavioral Sciences, 213,
pp.902-910.
Lordkipanidze, R., 2018. The Strongest Key to Global Hospitality.
Online
Marketing Process and the Steps involved in Marketing Process, 2019.[Online].Available
through<https://www.businessstudynotes.com/marketing/principle-of-marketing/
explain-the-marketing-process-in-detail/>
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