Strategic Marketing Analysis: Miller & Carter Report (2020)

This report provides a comprehensive analysis of Miller & Carter's marketing strategy, a brand within Mitchells & Butlers operating in the UK. The report begins with an introduction to strategic marketing and then delves into the challenges Miller & Carter faces within its external environment, utilizi...Read More

Formal Report based on the existing
marketing strategy of Miller and
Carter

Table of Contents
Introduction.................................................................................................................................................2
Illustrate ways in which Miller and Carter is impacted by challenges faced in external environment.....2
Analyse 7P’s and their impact on Miller and Carter................................................................................6
Assess ways by which Public Relations and marketing communication contributes within marketing
strategies of Miller and Carter.................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
Strategic marketing refers to the way in which organization can efficaciously differentiate
them from their competitors by capitalizing on the basis of strengths for rendering enhanced
value to their customers (Bell, Bryman and Harley, 2018). It is liable for integrating selected and
targeted tactics with identical goals. For understanding concept of strategic marketing, Miller and
Carter is taken into consideration which is a brand of Mitchells & Buttlers and operates their
services in United Kingdom. They provide their customers with wide range of menus and
exclusive free glasses of wine This report comprises of challenges faced by the firm from
external environment, there service marketing mix along with contribution of Public relations
and marketing communications in marketing strategies.
Illustrate ways in which Miller and Carter is impacted by challenges faced in external
environment.
The environment where firm renders there operations is considered as turbulent and
dynamic. It is critical for business entities to identify environment that prevails for determination
of current conditions within the market (Brewster, 2017). With respect to Miller and Carter, they
can opt for Pestle analysis as it will furnish critical overview of macro environment. The scrutiny
of these entities will furnish guidance to firm for developing strong strategies for attaining
competitive edge to organization. Pestle analysis of Miller and Carter has been shown beneath:

(Source: PESTEL Analysis, 2019)
Political Factors: This element comprises of various aspects like extent of corruption,
political stability, labor laws, trade policies, taxation rules and governmental policies (Chang,
2016). This is crucial for administration of Miller and Carter to take into consideration political
state of firm for staying align with operations of firm.
 Positive: The political system which prevails in confines of UK is multi party as from
1920, there are 2 dominant parties who are ruling nation, and they are Labour and
Conservative Party. This shows consistency within policies that are being formulated by
UK and will render assistance to Miller and Carter while delivering their operations in
constraints of existent political regulations. Negative: Due to Brexit, the political state have UK has been affected due to which there
is variation in value of pound (Davies, 2016). This has created a downturn for all
corporate sectors and with respect to Miller and Carter the demand for offerings has been
declined. For this, they need to develop appropriate strategies.
Economic Factors: It comprises of elements like interest rate, exchange rates, extent of
unemployment, disposable income, economic growth and many other elements. It is necessary
for Miller and Carter to revise economic aspects for making sure that opportunities can be
leveraged as well as adversities can be handled duly for sustaining within market of UK.
Ill
ustration 1: PESTEL Analysis

 Positive: UK is a developed country and furnishes enhanced infrastructural as well as
other facilities to companies who operate in their boundary (Goffee and Scase, 2015). It
furnishes assistance to Miller and Carter to capitalize for development of nation as well
as amplify their market shares.
 Negative: The unemployment rate in UK is 3.8% as of quarter July to September 2019
(Why is UK unemployment still low? We are working longer hours, 2019). This denotes
that most of the individuals are employed and rest skilled people can be procured by
Miller and Carter at higher wages. For this, it is essential for them make use of cost
effectual ways for recruitment.
Social Factors: This comprises of entities like age distribution, emphasis on safety,
consumer lifestyle, population growth rate, etc. It is essential component within business
environment that has to be analyzed by Miller and Carter for gaining knowledge about trends
among customers.
 Positive: The population of UK has shifted their inclination from fast food or more fat
possessed eatables to healthy eatables. Looking upon this, management of Miller and
Carter has enhanced quality of their food items along with organic drinks. This will aid
them within accomplishment of needs of health conscious people of UK’s which is a
large segment.
 Negative: The population of UK is hyper and is aware about trends which prevail with
respect to what is good for health and what is not. This leads to alteration within
customers trends which might lead to negative influence on offerings given by Miller and
Carter.
Technological Factors: This comprises of entities like automation, technological
awareness, levels of innovation, etc. It is liable for facilitating entity for gaining competitive
edge above their rivals who render services in same sector (Laudon and Traver, 2016). This is
crucial for Miller and Carter to identify technological trends along with implementation of same
in working premises for being at top position within domestic market.
 Positive: Miller and Carter is known for services which they deliver to their customers,
they makes use of latest techniques and systems for maintaining their place within

market. Like they provide customers with an option to make online feedback and can
book a table through usage of website. Negative: Hospitality sector in UK is wide and comprises of notch areas which leads to
creation of high threat to Miller and Carter. This deflates profitability of firm as
technology is evolving and may take their competitors a step ahead from them (Lawton,
2017). For this, they need to execute new technologies and innovations in operational
system.
Environmental Factors: This involves elements like environmental policies, climate,
weather, etc. It is relevant for each firm to carry out activities in boundaries of environment.
Miller and Carter render their services in multiple parts of UK and thus it is important for them
to have insight into positives as well as negatives of environmental factors.
 Positive: As per trends which prevail among people with respect to environmental
protection, Miller and Carter have opted for measures through which carbon releases can
be minimized (McCahery, Sautner and Starks, 2016). In 2009, Mitchells & Butlers have
attained C+ carbon positive award as they are one of the greenest business.
 Negative: The steps which are being taken up by Miller and Carter needs huge
investment. For this, a portion from monthly budget has to be assigned for executing
sustainable practices.
Legal Factors: This involves anti-trust, discrimination, health & safety, copyright and
customer protection. Being known for their services in different locations, it is relevant for Miller
and Carter to make sure that they abide to certain legislations.
 Positive: The management of Miller and Carter make sure that they comply to mandatory
legislations which exist within hospitality sector for ensuring goodwill of firm at national
scale do not get hindered (Mittal and Dhar, 2015).
 Negative: An example can be considered like non-compliance to any of hospitality
legislation will lead to create unfavorable influence for Miller and Carter. This will harm
market positioning and goodwill of respective firm.

Analyse 7P’s and their impact on Miller and Carter.
Service marketing mix refers to segregation of marketing activities in which firm is
engaged for promoting as well as selling intangible services in comparison to tangible products.
It enables firm to formulate marketing strategies from formulation to their actual execution. This
will aid Miller and Carter analyze their services as well as develop goodwill within market
(Peng, 2017). The 7P's of Service Marketing with respect to Miller and Carter has been
illustrated below:
 Product: This implies the services which are delivered for individuals for
accomplishment of their needs. Miller and Carter provide their customers with wide
range of services they comprises of main menu, dates & Steaks menu, Sunday menu,
Gluten free menu and many others. As per customers requirement they can make their
use.
 Price: This is essential component of service marketing mix which involves amount that
customers have to pay for enjoying services rendered by Miller and Carte. For this,
penetration strategy is being used by them where low prices are being offered as this
enables them to captivate more customers (Scholes, 2015).
 Place: Miller and Carter is a brand of Mitchells & Butlers who have around 1700 pubs
and restaurants around UK which enables them to have strong customer base. They
ensure that great quality of foods & drinks are provided to them so that they have
excellent value for money.
 Promotion: This is crucial component of marketing as this aid within enhancement of
brand value along with sales. Miller and Carter can promote their services by making use
of website, advertisements, tag lines, online ads and poster tags.
 Process: Miller and Carter emphasize on needs of customers as it acts as decisive of
trust. For this, they interact with their consumers and analyse their requirements and
accordingly carry out their processes so that their needs can be accomplished as per their
expectations (Wheelen and et. al., 2017).
 People: The employees of Miller and Carter know about organizational objectives and
goals which leads them to perform as per required standards. To make sure that
operations are carried out in an impelling manner adequate training is provided to them.

 Physical Evidence: Miller and Carter render their services in different location which
makes them easily available for their customers. They have enhanced infrastructure in
which adequate space is provided where people can have quality time.
Assess ways by which Public Relations and marketing communication contributes within
marketing strategies of Miller and Carter.
Marketing Communication allow entity to effectively advertise about the organisational
of offerings in marketplace while public relation benefit entity to increase their brand credibility
by bridging trust among company and customers (Bell, Bryman and Harley, 2018). Both of them
significantly benefit an organisation to frame marketing strategy in an effective manner and
further ensure high sales and customer loyalty. Mentioned below contribution of marketing
communication as well as Public Relationship towards respective organisation marketing
strategy is being defined:
Marketing communications:
Marketing Communication play a vital role in an organisation as it is related to branding
business in marketplace. Personal selling, mass media advertising, sales promotion, public
relation and publicity are some of the essential communication tool that are being undertaken by
marketer in organisation. Marketing Communication is mainly undertaken by an organisation to
reach towards targeted marketplace through different type of communication channels. These are
the strategic techniques that are been undertaken by an entity in order to convey promotional
messages related to their services and products to customer and targeted audience (Brewster,
2017). It has been identified that marketing communication effectively contribute towards Miller
and Carter’s marketing strategy as it aid entity to move their services, products and ideas from
manufacturer to end user. In addition to this, it also benefits entity to maintain their relationship
with customers in an effective manner.
With help of different type of marketing communications company advertise about their
product services to large base of customer and deliver their message effectively (Chang, 2016). It
has been analysed that improving effectiveness of business marketing efforts can lead
organisation to attain high success thus marketing communication software play key essential
role towards the Miller and Carter’s marketing strategy, as with this company maintain effective

relationship with their customers and improve their marketing efforts in an integrated manner.
Along with this, it has been evaluated that implementation of strong integrated marketing
strategy help organisation to gain more profitability in marketplace (Laudon and Traver, 2016).
With the help of effective marketing communication software respective company can not only
manage their customer’s identity in an effective but also monitor their marketing campaigns in
order to ensure retention of more loyal customers and high profitable advancements.
Public Relations (PR):
Public relation is defined as a process to meet favourable image and build beneficial
relationship between company and public communities, individual and group. Like
advertisements, public relation tends towards creating favourable impressions via paid messages
(Davies, 2016). In addition to this that has been identified that public relation effectively strive to
create favourable sense of image among customers by drawing their attention towards
organisational products and services. It has been evaluated that public relation effectively
contribute towards Miller and Carter’s marketing strategy, as it allow them to maintain and build
positive image of entity in marketplace. It benefits entity to inform target audience about the
product, service, and brand of organisation effectively.
PR benefits entity to formulate good relationship with target audiences and further
generate goodwill from them. This has been evaluated that public relation is mainly used by
respective company when they are willing to launch their brand, new product in market place
with an aim to reach milestone. Public relation not only enables company to establish their brand
identity but also aid them to formulate their marketing strategy in a cost effective way. It
provides assistance to Miller and Carter’s to raise awareness among public of their new business
and further generate profitability from them. Public Relationship contribute their effective
contribution in marketing strategy of company by effectively communicating key message to
diverse public such as news outlets, investors, customers, suppliers etc (Goffee and Scase, 2015).
It allows entity to create brand awareness among large base of audience and further gain valuable
impressions from them.

Conclusion
As per the above mentioned report it has been concluded that marketing hold significant
importance in tourism and hospitality industry in order to attract attention of customers and
further ensure their long-term loyalty towards organisation. Thus, an organisation is required to
take advantage of different type of marketing strategies in order to aware customers about the
services and products of organisation customers in an attractive way. There are different types of
factors that affect travel and tourism and hospitality industry in number of ways, by having
proper insight about the factors with the help of pestle analysis organisation can effectively able
to overcome the challenges. In addition to this entity is required to take advantage of public
relation and communication channels in order to develop marketing strategies and lure interest of
customers effectively. This will help them to ensure profitability and long-term sustainability in
hospitality and tourism industry.

References
Books & Journals
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Brewster, C., 2017. The integration of human resource management and corporate strategy.
In Policy and practice in European human resource management (pp. 22-35).
Routledge.
Chang, J. F., 2016. Business process management systems: strategy and implementation.
Auerbach Publications.
Davies, A., 2016. Best practice in corporate governance: Building reputation and sustainable
success. Routledge.
Goffee, R. and Scase, R., 2015. The Real World of the Small Business Owner (Routledge
Revivals). Routledge.
Laudon, K. C. and Traver, C. G., 2016. E-commerce: business, technology, society.
Lawton, T. C., 2017. Cleared for take-off: structure and strategy in the low fare airline business.
Routledge.
McCahery, J. A., Sautner, Z. and Starks, L. T., 2016. Behind the scenes: The corporate
governance preferences of institutional investors. The Journal of Finance. 71(6).
pp.2905-2932.
Mittal, S. and Dhar, R. L., 2015. Transformational leadership and employee creativity: mediating
role of creative self-efficacy and moderating role of knowledge sharing. Management
Decision. 53(5). pp.894-910.
Peng, M. W., 2017. Cultures, institutions, and strategic choices: Toward an institutional
perspective on business strategy. The Blackwell handbook of cross‐cultural
management, pp.52-66.
Scholes, M. S., 2015. Taxes and business strategy. Prentice Hall.
Wheelen, T. L. and et. al., 2017. Strategic management and business policy. Pearson.
Online
Why is UK unemployment still low? We are working longer hours. 2019. [Online]. Available
Through:<https://www.theguardian.com/business/2019/sep/28/tesco-no-deal-brexit-
supermarkets-hard-border-uk-eu>.