Report Explain the role of marketing and how it interrelates with other functional units in a hospitality organization

Development of marketing concepts & process

            In this section, it is discussed about the development of marketing concept or premier inn hotel in UK because it is the strongest and valuable hotel in UK as well as the discussion is important because Covid-19 has affected the busines of premier hotels in UK.The report is evaluating and explaining the role of marketing and it is also discussed how it interrelates with other functional units. The premier inn hotels are playing several roles and responsibilities to promote business of the hotels. According to marketing concepts, every company and business in the world need to perform marketing activities for growth of the business. For the development of marketing concept and marketing process, the management of the premier inn hotels focus on marketing concepts by selecting market segments and targeting the audience based on their interests. Furthermore, the marketing concept is based on the right principle. The concept of the marketing of the premier inn hotels is the use of marketing data to analyze the customers or targeted audience needs and wants to develop the marketing strategies which satisfy their customer needs but also achieving the goals of the organization.

            The promotion is very significant part of marketing mix of the of the premier inn hospital. The promotion is the completely about the communication through premier inn hotels promotion and their services to the customers. The premier inn hotels have two types of promotion methodswhich are above line promotion and below line promotion. In the marketing concepts and process, the main objectives of the premier inn hotels are the engagement of the customers and targeted audience with the hotels,update or improve the customer experience in the context of booking rooms, organizing current booking in the hotel as well asincrease the availability of the service to the targeted customers with the use of their smartphones and their platform. The management of the premier inn hotels is majorly focusing on the objectives (Ghandour, Jebai, & Hussain, 2017). Furthermore, management of premier inn hotels is also focusing to increase the sales of hotel services and the most important objectives of the management to increase the sales of services to are provided below.

The management is the focusing the to:

·         Build up the trust of the customers on the hotels services and management as well as sustain the position of hotels in the targeted market

·         Starting awareness campaigns about the services of the hotels into the target market to increase the familiarity of the customers with the service and products offered by hotels

·         Enhance the popularity of the hotels, its services and products to increase the sales through creating desires into the target market to come to take a visit and book rooms for staying during their trips, vacations s well as other purposes

·         Promote the hotel services and products to increase the sales and earn more profit to hold high market share and achieve competitive advantage into the targeted market

·         Making the busines of the premier inn hotels more profitable by introducing attractive offers as well as introducing valuable services for the customers

·         Provide high quality service as well as comfort in the limited budget or by introducing attractive prices to have the service for the customers

Explain the key roles and responsibilities

            The premier inn hotels have several types of important roles and responsibilities to increase the busines of the organization as well as make the organization’s business more profitable to hold the high market share. The management or the marketing team of the hotels have some key roles and responsibilities to increase the popularity of the business as well as increase the growth. The first responsibility of the marketing team is to perform or make the market orientation of the premier hotels in which the marketing head and other marketing staffs focus on the setting of product and services through researching on the target audience and market to determine their key interests as well as their life styles. After that they focus to develop an effective process to market their products, services as well as additional services to attract the potential buyers. The market orientation is completely based on the customer oriented.

            The marketing team of the premier inn hotels in UK is also focusing on the economies of scale, process. The organizationis very conservative and serious about the quality of the services which will be offered to the customers visiting hotels and staying. The inspection team and product quality managers strictly focus to maintain the product and service quality to attract the customers to increase the profit of the hotels in UK.

            On the other side, the marketing team of the premier inn hotels is playing very important role to set the market segment. The segmentation of market for premier inn hotels help to divide the total market as well as determine the needs of the subgroups. Furthermore, the segmentation of the market is the very first step which is taken at the time of marketing process engagement in which they also focus on the production of product and ensure the availability of service to meet the customers’ needs and wants (Bower, 2018).

            The marketing team of premier inn hotels is also responsible for the market positioning of the service of hotel because every marketplace varies and differs from each other. It is because, the product or service cannot be successful without positioning of market. So, after positioning of market, the marketing team have to offer their hotel products and service. By performing these actions, roles and responsibilities, the premier inn hotels will easily hold the competitive advantage and increase the profitability of the service.

significance of interrelationships between marketing and other functional units

            In this section, it is discussed about the significance among the interrelationship and marketing and other units.The marketing of the services offered by the premier inn hotels are strongly connected with the multiple functional units of the busines. If the marketing will not be performed effectively, the sales will not be enhanced. The traveling and financing of hotels are also directly linked with marketing strategies of hotel in which the organization will become aware of its supply chain and sales.

Criticallyanalyses the key elements of the marketing function

            There are seven marketing functions which can be very important for the busines of the premier inn hotels. The seven elements of the marketing functions are given and discussed below for the premier inn hotels in UK. The functions of marketing are: product/service management, pricing, distribution or offering of services, promotion, financing, marketing information service, as well as selling.

            The hotel management is effectively managing their products and then apply the attractive prices on the service. After performing these actions, the marketing teams make the promotional strategies to promote the services of hotel to their potential customers. Every service and customer detail will be saved into MIS which is used to the make new marketing strategies to sell the products and the services. These are main functions of the marketing which are also used for the premier inn hotels (Schramm-Klein & Morschett, 2006).

Learning Outcome 2: Compare ways in which hospitality use elements of the marketing mix (7Ps) to achieve overall business objectives

Marketing mix in the Premier Inn hotels in UK

In the marketing Mix Project, Premier Inn hotels decided to get a project that is covering all the activities and functions of the hotels that are made to achieve organization goals and to get activity according to plan and provide flexible attainment of the objectives and goals. The role of marketing plan and strategies are necessary to done efficiently and effectively to get the purpose of projected with the budget that it could be choose for right decision making to get right revenue from the project. Marketing mix is based on 7 P's that are explained in the following:

·         People: Marketing mix is arranged for the right people to get the capacity of the peoples to involve in the project. It is a fundamental element in the management of for hospitality and the hotels it to get right skills and talented people who are sufficient to serve the people. It is done for the purpose of this mostly runoff, hotels business and to allocate the resources in better arrangement. Experienced and talented people could handle the customers rightly and the staff duties could be arranged properly according to the delegation of authorities that could avoid the conflicts and confusion in the market work.

·         Price: Premier Inn hotels have planned best pricing strategies to make sure that they are gaining good profit margin against their services that are provided by them. They’re required to know about the entire cost that are implemented on the operations and revenue that is generated from all the activities. There is a proper budgeting that is used to plan and enables the optimum utilization of resources to get effective pricing strategies. Hotel is involving the different activities and strategies of prices such as cost based pricing value based pricing, competitive pricing and Premier pricing. The basic purpose of a Premier Inn Hotel is to get right pricing methods to achieve the better position in the competitors and to gain competitive advantage.

·         Place: The location of services and this production is better in the business success. Premier Inn Hotel placed in the ideal location of UK and serving the customers who are just coming from different areas. The location of the hotel is impacting on the attendance of customers are on and there personality to travel from different areas. These factors are important to consider in the logistics, audience and safety and security of the customers.

·         Public relations: There is an ex expect of marketing list that is based on advertisement and creating relation with the public. Edit easement is basic component that could create relation with public directly. This is compatible strategy that is creating positive public relations to contribute in them business development. Therefore, Premier inn hotels are keeping public relation to ensure that there are customers who want to reach they are acquiring it.

·         Positioning: There must be properly positioned products that are presented to the market for sale. In the hospitality industry, it is crucial marketing strategy that is required by hotel management to get to the customers desired and to improve their competitiveness in the market. Market plan must be according to the business success and should be absorbed. It should absorb the failure of the business. It could increase the investment in the basic agenda of the investment and avoid the excess cost of business that could affect marketing plan.

·         Promotion: Promotion plays a vital role in the development of hospitality and Hotel management to create their arrangement for the events. Now, in the world of digitalization it has their different companies to get advertisement platform and social media channel to assess the customers and these proportional strategies are helpful to improve the business sale according to the customer desire. It helped to gain the requirements of business of customer and to attract the customers to shift their demand towards that company.

·         Product: Product is a basic element that is used to trade between the customers and other peoples to get revenue for the business. Product should be according to the demographic distribution of their customers and two could be created according to the demand that is representing the customers were leaving around the location of business. Product must have the Cooper characteristics and capabilities that a customer could ready to pay a price for this product could be tangible or intangible, or in the form of the services that could be presented to their customers against some revenue (Salman, Tawfik, Samy, & Artal-Tur., 2017).

The 7 P’s order to helpful to give a marketing mix plan for any company in this task we are discussing marketing mix plan offer Premier Inn Hotel in the UK which is based on UK and serving the customer according to the requirement of different regions. The hotel is working for the hospitality and services purpose and serving different customers according to the requirement. Marketing makes plan of any business must be efficient and effective that it could be able to attract the customers to try the business and it could increase the relationship with the business. The Seven P’s are helpful to show the base of business and about the foundation of business that are able to get to competitive advantage in the market.

Learning Outcome 3: Develop a basic marketing plan to meet marketing objectives for a hospitality premier inn hotels

The business is always used to make effective and long-term plan to achieve the competitive advantage in the business market and formulated proper conditions for the marketing of business. Strategic plan for Premier Inn Hotel is visionary on the pacing of long-term objective. It explained that all the employees of the business are working together to get the common goals.

Operating planning of Premier Inn Hotel is based on the executive management and the incorporation of the composed events that is required by management to give effective ideas about the business promotion. It has truly estimated the plans and arrangement of the empowerment of assets and reliability of the business (Willy & Chen, 2016). The management is a critical job to men’s all the resources of the business and achieves competitive advantage in the business. It shows the perspective of a business management and organizations worker who are working for the different kinds of objectives at a single platform. Organizations which are looking forward to get the management suited for the objectives also built a different promotion of work procedures that are required to get a guarantee of Management. The requirement of the organization is based on greater exercise, that is, learn to achieve the goal of the organization and digitalization of the organization.

Objectives and goals of Premier Inn Hotel

The objectives of the Premier Inn Hotel are recognized as basic strap to that order going towards mission and vision statements of the hotel. These are helpful for the business to get learn about the delivery of the business and to focus on the services that are provided by the hotel to their customers the business planning strategies are already prepared. It is easy for the business to implement marketing activities in the business and to gain success in the business. It also helpful to gain sustainable competitive advantage and competitors in the customer’s perspective. These techniques are identified as business exercise and wide range of business strategies that are used to implement product different session (Barrows & Powers., 2008).

The significant introduction about the goals and objectives of business are based on the events that are made to fruitful business output. The inspiration behind the customers and service and assess all customers on the reliability of company is based on the innovation that is utilized by the hotel to contact with the customers and to fulfill the results of customers. The events are arranged beautifully by the hotel and it is adding value in the business of the hotel and to gain comparative better standards in the market. Furthermore, it is also dealing with the critical field of view changing and innovation that is fluctuating different kinds of procedures in the business market. There are also promoting activities of event management and organizations that are different from the others and it helps to explain the perspective that is going to running on for long term and getting strategic benefit for the company. These goals are simple and effective for the business plan anted. These techniques are showing marketing strength of a business achievement.

SWOT analysis: SWOT analysis is helpful to understanding the strength, weakness and opportunities, as well as the threat of representing of different kind of aspect of organization. SW is related with the qualities and limitations of the organization that give information about the positive perspective of business. While OT represent the danger and the consciousness of business for these areas of interest both are circles with the arranging of basic leadership style. It is assumed to get extraordinary job in the hospitality management that comes with the better image of business. It further help to implement effective strategies and corporate with empowerment of business. This is basic component in the business that is required by the skills and activities of the business to privilege the finishing task of hospitality. It is required to design better methodologies and techniques will to get better opportunity to arrange for better service of the company. The marketing budget is also created as are important thing that is instantly to fulfill the requirements of the customer and the conducting the activities. It is a proper budget for setting aforementioned strategies for the implementation of better ideas in the optimum utilization of resources. It also happened with the better pricing of competitors and customer increasing the customers as well as profit increment.

The covid-19 is affecting the business performance of the business as it is becoming the reason of the reduction in the tourist system. It also reducing the revenue of the hospitality industry as people is not moving around the world for tourism. As all the business are affected by the covid-19 hospitality industry also impacting (Schmidgall., 2002)

References COVID-19 Affecting Business

Barrows, C. W., & Powers., T. (2008). Introduction to management in the hospitality industry, study guide. . John Wiley & Sons,.

Bower, J. (2018). Whitbread: routines and resource building on the path from brewer to retailer. Management & Organizational History , 1-23.

Ghandour, R., Jebai, B., & Hussain, M. (2017). Social Media-Premier Inn Hotel (UK). marketing strategies .

Salman, D., Tawfik, Y., Samy, M., & Artal-Tur., A. (2017). A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring.". Future Business Journal , 3 (1), 47-69.

Schmidgall., R. S. (2002). Hospitality industry managerial accounting. Educational Institute of the American Hotel & Lodging Association,.

Schramm-Klein, H., & Morschett, D. (2006). The relationship between marketing performance, logistics performance and company performance for retail companies. International Review of Retail, Distribution and Consumer Research , 277-296.

Willy, P. S., & Chen, J. S. (2016). Sustainability in the hospitality industry: Principles of sustainable operations. Routledge.