Table of Contents Contents Introduction Task 1: situation analysis a. Premier Inn b. stakeholders and their interests c.

PESTLE analysis d. Main marketing issues facing Premier Inn Task 2 marketing report a. Market segmentation b) Product of Premier Inn c) Pricing in Premier Inn d) Promotion in Premier Inn e. Distribution strategy f. Three Ps of the extended marketing mix Task 3 market research Outline of the market research process Task 4 sustainability and corporate social responsibility Sustainability and corporate social responsibility in Premier Inn Recommendation Conclusion References and Bibliography Page No. 02 02 02 02 03 05 06 06 08 09 10 10 12 13 13 15 15 16 17 18

Introduction This assignment is related to managing marketing objectives in tourism and hospitality. For this purpose I have chosen a hotel company which is operating its hotel business in the tourism and hospitality sector in UK. The name of the company I have chosen in Premier Inn. Task 1: situation analysis a. Premier Inn Premier Inn is one of the giant hotel chains in the UK. It has around 600 hotels all over the world. However, the hotel is not a very old; rather it is nearly one year old. During this very short period of time, it has become one of the favourite brands of hotel for the commercial travellers. The company is a segment of Whitbread, which is one of the giant hotel and restaurant group operating market most important businesses in the reasonable hotel and bistro sectors. Premier Inn is one of the fast mounting marquees of hotel in the UK. It has five hundred and seventy eight reasonable inns and around forty thousand five hundred and fifty nine rooms in UK and also in Ireland. The company unbolted four thousand and five hundred fifty three lodgings in the year of 2008 and 2009 and it has also ideas on inaugural two thousand new-fangled accommodations in the year of 2009 and 2010. The company hurled it marquees abroad in Dubai as well as India in the year of 2008 and 2009 respectively. It as well possesses a joint venture with Emar-MGF to even out 80 reasonable inns by the year of 2017. From an internal view, Premier Inn is established to become the principal supplier of reasonable inns in London by the duration of the 2012 Olympics. It has devised a plan for Investment outlay to be 170 million to convey new accommodations in the UK as well as out of the country.

b. stakeholders and their interests Stakeholders are those parties who have interest in the organization and who are affected by the activities of the organization. Stakeholders can do affect the activities of the organization by setting terms and conditions to be adopted by the organization. Premier inns key stakeholders are its customers, employees, and suppliers. Stakeholders of an organization can be divided into two parts namely direct or internal stakeholders and indirect or external stakeholders.

Direct or internal stakeholders are those stakeholders who have a prescribed and vowed affiliation with the organization. Examples of such stakeholders include the owners of the organization, employees, customers and also the suppliers of the raw materials of the products and services. Such stakeholders are also known as primary stakeholders.

On the other hand, indirect or external stakeholders are those stakeholders who have interest in the organization or affected by the activities of the organization but do not have any vowed and prescribed affiliation with the organization. Example of such stakeholders includes the citizens of the country who may be faced with the effect of the effluence done by the organizational activities.

c. PESTLE analysis Pestle Analysis PESTLE analysis is a useful tool for analyzing the business and its influencing elements such as economic, political, cultural and environmental issues. Customer behaviors and choices are greatly influenced by the dynamic elements of PESTLE (Bowie and Bottle, 2006)

The change in the local or national rules of taxes will greatly influence the demand of Premier Inns services and product. The recent concern of terrorism can definitely reduce the number of travel and tourists. So the Premier inn needs to more strategic and cautious to recruit new employees and to communicate with suppliers to balance with demand.(Citron, 2004)

Political Factors:

To take any decision and step the changing global trends has to be taken under consideration. (Montana, 2008) The Repair of the company has increased remarkably, as in previous year the company had a bad time with recession and 7.9% of the Sales was dropped in the last year.(BBC, 2009) There is an advantage for the company emerged by the constant fall of Pound that encouraged people to visit in London. The lifestyle, eating and drinking habit of people also changed that added an extra benefit too. Another option is the increasing aged people in the developed countries who spend much time and money in their idle time. (McCaskey, 2008) Socio-cultural Factors: The coming world of 2010 in June will also drive the consumption rate and the customer choices. (Oxygen Mintel, 2010)

Economic Factors:

The recreation activities and habits are also varying before restaurants and hotels ,according with Mintel (2010)

Legal Factors:

National wage rate set by the concerned authority is to be followed by the Premium Inn that also indicates the increasing cost on each employee. The self-check in system in Premier Inn reduces the check in time from ten minutes to a min, which implies the time and monetary cost would be less for the company.

Technological Factors:

The guests are satisfied with the service and the way Premier inn handles the problems and complains with guest... It has been seen in a survey conducted by Druce (2010).

One of the vital factors that are responsible for increasing sales and reducing hassle in booking hotel is booking the hotel through online and sometimes assisted by the travel agent... Now customer easily can have their service by simply using internet that also minimized the operating cost to avail the service of the hotel. The environmental and energy saving policy also have to be implemented by the board of directors in alliance with the law and regulatory requirements (Whitbread, 2010)

-The unstable weather condition also drives to unwelcome the guest that also has a big impact in the hospitality industry. The Environmental volcanism of Iceland raised a Factors: matter of fear in case of making trips in Europe. (Osborne, 2010) -With the customers, the companies also have to show about concern of Environmental issues about what they work for.

d. Main marketing issues facing Premier Inn I think Premier Inn is facing following marketing issues: Market Segmentation and Overlapping Brands Segmenting the market is snowballing as accommodation chains emphasis on a precise niche of explorers. In addition, marquees overlay. A number of industry onlookers are fretful that franchisers may enlarge their numeral of marquees short and snappy that financiers who procure on or after the identical franchiser will be in straight rivalry by means of themselves. Correspondingly, as the numeral of marquees surges, the aptitude of patrons to discriminate in the middle of them shrinkages; Increased Guest Sophistication Patrons have converted into supplementary chic and, accordingly, so require the categories of foodstuffs as well as amenities which they are longing. Conveniences, counting occupational hubs, isometrics as well as entertaining accommodations, and guest-room revolutions, upsurge charges nevertheless, if not sensibly designated, possibly will not entreaty to many visitants actuality aided by detailed possessions. Technological Issues The contests of protection up by means of the debauched leap of knowhow are tough as well as posh. Guest-room Innovations Numerous telephone appearances, communicating occasions for gathering scope facility, as well as guest-room check-out are case in point of conveniences that visitants more and more want, but that are actual exclusive to set up as well as gadget.

Task 2 marketing report a. Market segmentation Market segmentation means segmenting market on the basis of various parameters or factors. Such factors might include different features of the customers such as their income, age, level of education, taste, preferences, cultural background, nationality, and so on. The major purpose of segmenting any market is to narrow down the market in smaller parts so that a company or business organization can serve each smaller portion of the market in a more focused way. As a result, the company can serve each market segment more appropriately and thus can make the each of the segment satisfied fully. In turn, the company becomes able to achieve its intended profit in the long run. However, the concept of market segmentation has become popular in recent business world. Now a day, the competition in the business environment has been increasing and to keep pace with this increased level of competition, segmenting the market is one of the most important tools to be sustained in the competitive business world. Kotler defines four major variables that are generally used in marketing; geographic, demographic, psychographic and behavioral variables. It is seen that Premier Inn target customers are mostly based on demographic variables. Based on Premier Inn business goal, competition and customers, they have divided their market into four segments business, leisure, group, and other as described below: Business Travelers Why business people travel and stay in the hotel? These factors have to be considered and reshaped through hotels service according to the choice and comfort ability of business travelers. Specifically high standard class people of renowned company and upper class govt. personnel travel for their business purpose and stay at different places and hotel has to take opportunity to satisfy these type of guest by offering the high standard service and making them relax. Business traveler tends to spend more money and they take costly high standard service.

Therefore, the hotel can take all the benefits from the business travelers and can expand the market by providing the superior service to customers. Leisure Travelers Leisure travelers tend to visit the destination for having leisure time with comfort and joy. Leisure travelers make their vacation with their partners and usually stay for a longer period while they are for visiting the local places and to participate in the social and cultural events. Visiting to the relative and friends also includes in this leisure traveling group. Leisure travel is usually conducted during the period of summer, weekends and holiday time. Group Meeting Travelers Group Meeting Travelers are segmented by different part from business and leisure traveler as because of these travel tend to visit the desired destination for only group meeting , participating in seminar and joining in the conference and competition. Cultural exchange, trade shows and local attractions involve the travelers to travel the destination and have the local communitys taste and flavor. Premier Inn can segment this type of market by organizing the special service to the travelers as this type of travelers stay for a short period. Therefore, a short trip to visit the local places and travelers at least can have an idea of local people and their culture tradition, living style, food habit. Other Travelers Many other travelers cannot be segmented into above-mentioned groups as because of style of stay in the destination and activities of during their stay in the hotel. These travelers include construction workers, utility personnel etc. b) Product of Premier Inn Its a budget hotel and it offers with bedroom with attached washroom, Flat TV with easy access to 1000 channels and wifi zone in everywhere. Besides, the hotel provides a very friendly environment, quite and calms surrounds and very gracious services to its clients. The idea of Good Night Assurance is strongly maintained and the provision of returning the money back option is in practice. From all these perspective it can be said that the Premier Inn Hotel provides a real luxury for the customers and a customer can get all his expected services after signing the bill with the authority. Another luxury product of this hotel is the luxury bar, and food facilities with a world class restaurant that drink, special dinner and breakfast which is known as eat whatever you want. Traveler for the purpose of trade is the most common guest in the Premier Inn and as the part of business strategy this hotel has a plan of commercial account targeting this group. It helps companies in controlling their cost during their travel for the business purpose. The check in can make within a minute for this elegant customers and they are always respected during the period of emergency. So it is very usual for the business travelers to be the customer of this hotel. A product is the way to satisfy customers needs. For example, a customer may have the need to hear high songs on high defined music instrument. He/s can buy Apples i tune software and get millions of collection of such songs and satisfy his or her needs. Product can be classified in different manners. For example, products can be core, tangible, extended, etc. A core product is the one which serves the basic needs of the customers. For instance, in the hotel and hospitality business, the main or core product is the accommodations of sleeping. On the other hand, tangible product is that type of product which can be touched with hands, can be seen etc. In a word, a tangible product contains all the physical features such as the design, size, range, quality, service standards and so on. If the core product is sleeping accommodation in a hotel, then tangible products in that case will be attached bathroom, television and a comfy bed. Finally, an extended product is that type of product which contains the intangible features of the product. Such intangible features include the environment, behavior of the staffs and sales people etc. which add value to the physical products. Continuing the previous example, in a hotel accommodation, the atmosphere of the hotel, the behavior of the staff will be the extended products. Another extended product will be the way in which the authority knobs complain. Although, in recent years, there are certain added extended product such as image of the brand, ethics of the corporations etc. (Bowie & Buttle 2008: 116-118).

Figure: Defining the hotel product (Bowie & Buttle 2008: 117) c) Pricing in Premier Inn The planning for the room price is designed in the Premier Inn accordingly. They strongly follow the idea of values. Regarding the time and focusing the loyal customer this hotel provides room from 29 to stay from 9 February 2010 to 5 September 2010. It reduces the room price in the off season to maintain the service and also to keep it in the competitive market. The room price in Premier Inn is decided according to the room and its per night and including tax. The common terms, rules and regulations can easily find in its website which is very useful. d) Promotion in Premier Inn This idea of promotion connects both seller and the purchaser as these two groups are the integral part of business. Promotional strategies can identify through 5 tools and these are selling, advertisement, sale promoting, direct marketing and publicity of the brand (Kotler 2005). The hotel premier Inn has a strong promotional strategy to promote its product and services in the community like the Travel Inn voucher code, preview offer, discounts and other related services. In terms of online advertisement the hotel authority jointly work with the everydaysale.co.uk in promoting the services of the hotel. From the promotional services the most commons are the discount price for the regular guest, full free breakfast, two guests jointly below 16 can get the breakfast free with limited items and the most important is the facility of outing with the transportation facilities by the hotel. Marketing managers can base their marketing strategy with the analysis of the "four Ps" - product, place, promotion, and price- of a company. Bowie and Buttle (2006) argue that these strategies must consider that hospitality products and services must consistently satisfy the needs and wants of its customers. With attention to those points, Premier Inn analysis shows that each part of the product mix was successfully created to meet the needs of its target market. e. Distribution strategy Distribution is another important task of marketing. It means the way to deliver the product to the intended customers through a proper distribution channel. The choice of distribution channel depends on the taste and preference of the customers and also on the convenience of each of the distribution channel and cost efficiency. The most cost efficient distribution channel is selling to customers directly. In this process, the company sells directly to the intended customers without having the existence of any middle man. All of the hotels use direct distribution channel. Customers can reserve any room or seats directly from the front desk of the inns. Again, the inns may have website and customers can reserve any seat via online and paying also over online. Some companies have the opportunity of the computerized reservation systems (CRS). In this process, customers can reserve any seat via this system in any chain hotel existed all over the world. Again, many hotels use intermediaries in the distribution channel. In this case, the communication does not occur between the company and the customers rather it occurs between the company and the intermediary and the customers and the intermediary. Examples of such intermediary include travel agency and tour operators. Travel agency makes bookings, reserves the necessary tickets in the hotels and makes other systems properly. However, the travel agency in turn gets the payment from the customers and also sometimes from the hotel authorities. All these capabilities are available in the Premier Inn. A joint treaty has been signed by Hotel Chain Premier Inn and Amadeus in the year 2010 and it will permit 580 properties of the hotel will be looked after by Amadeus. This sign will help the

Premier inn to expand its areas from the domestic UK Market and Irish market to the huge profitable countries like Germany, France, Spain and Italy. As the hotel attracted the travelers in U K and Ireland with a large portion, it believes that entering in the European zone it can further expand its market. As the recent holiday destination to the European land is increased almost 2.4% in 2010 and 3.8% in 2011, it believes there is a good day waiting in the European region regarding the hotel business. The deal has been signed with Amadeus to distribute almost 42000 rooms in UK and Ireland. The amount is also very sophisticated especially for the Amadeus subscriber and also the tourist who are concerned about the cost. It is also careful about targeting the corporate and travelers in the leisure. According to Hugo Ehrnreich, the head of hotel distribution in Amadeus, the contract with the hotel Premier Inn was a great part of their strategy as it is increasing their audience in the UK and Ireland market. It also maintains a balanced profile related to hotel Premier Inn. It has been proved that this treaty is making both authority beneficiaries as both are equally depended on each other. On the other hand the hotel Premier Inn authority is saying that treaty with Amadeus helped the company to get the real time information and it is helping them to book travelers and the success is proved as the booking is increasing day by day. It is helping the company in generating profits and also solving the international circulation problem. The implementation of 580 property of the hotel will begin from mid July and the processing will start through making priority in airport and major city hotel. Amadeus already starts its RMS service to all Premier Inn in UK. This enterprise will help both companies in the long run no doubt.

f. Three Ps of the extended marketing mix The three Ps of the extended marketing mix are explained here: Physical Evidence The peripheral signage was altered to introduce the new branding of the company and to keep the quality in services the company is maintaining the standard and also brining some diversity in the services to keep up the consistent satisfaction from the clients. All 43000 rooms of the Premier Inn is newly decorated and furnished every 3 years to keep the prestigious services its been introduced till time. It has an especial focus on maintaining the aristocracy and comfort of the customer. Process This is always part of their pride for the employees in the Hotel Premier Inn regarding the internal and external service it provides for the clients. In both welcoming and in room service there is no exception of Premier Inn. Whitbread branded restaurant provides the food items which is very famous for its service. It is near to the hotel so its comfortable in every ways. People The employees in the Premier Inn are well known for their friendly appearance with the clients and in providing services properly. It is very choosy in recruiting the staffs and the authority already received award from the UK government training award as it follows a very special treatment for its employees.

Task 3 market research To find out more about how satisfied customers are with the service it provides, and which aspects of the service they are particularly happy or unhappy with premier Inn can conduct a market research by following ways: Outline of the market research process I have found six types of following Marketing Research Process: Identification the objectives of research Framing the plan of a research Sample Planning Data Collection Scrutinizing the data Structuring the summary and preparing the report Step 1: Defining the Research Objectives The objectives of research are defined with the mission goals to be accomplished by the research work. The market search is elaborate tools that analyze the market demand, identifies the problem with the study, and analyzes the data associated with the study. The market research helps take decision for the organization and formulate an integrated management takes ahead the organization by the correction of market portfolio and expanding the industry attachment. Market research includes the experts opinion, takes their experience, experiment the knowledge they conducted by the research, drive for the betterment of the organization that ensures the maximizing the wealth and enhancing the revenue, and promotes the image of the industry that helps to define the stable profit making source and viable development. When the problem once has been identified then the research helps to go through for the solution and reach a decision that is counted as a win some situation for the company. The research also defines an inregated and formulated choices that is conducted during the study of research. The explanation explained in the theory plays a role in determining the logical explanation of variable and search theories. It helps to determine study that is related to one another and is described to process what the things to include in the study. The hypothesis is a formal statement that is assumed as a constitution for the organization in which to be driven for the operation. In addition, when this hypothesis in not supported then it is counted as data are inconsistent. Step 2: Planning a Research Design Planning and developing research design is a analytical process of data reforming in which data are structured in a sequence that identify the management to decide and design the formulation Step 3: Planning a Sample Data sampling is one of the procedures that represent the symbolic measurement of the whole data and population. Data is sampled to decide and select the right path for the organization. Step 4: Collecting the Data Data collection is also counted as one of the major task conducted in the study and research process. In the method of data collection all study, materials and all analyzing procedures are dependant and data are also collected from some basic sources that is addressed as the primary and secondary sources. Appropriate selection and correction of data through proper guidance and supervising evaluates the data ensures to maximize data correction. Step 5: Analyzing the Data Analyzing the data scrutinizes the final editing and structuring the data in an organized way. Data analyzing also represents the meaning of the study in which way it has to be moved forward and the aims of the study is included here. The objectives and mission of the study is considered as the prerequisite of the data analyzing and by data analyzing the study decides to draw up a figure that ensures the betterment of the industry. Step 6: Drawing Conclusions and Preparing a Report The final step is to be summed up the whole study by the drawing the study in an abstract format and making a formal conclusion for it. In Conclusion and preparing the report segment the findings of the study is presented in a decent and presentable way so that the major problems and decision taken from the study easily sends the message of the project and clearly show the impact of the study.

Task 4 sustainability and corporate social responsibility Sustainability and corporate social responsibility in Premier Inn

An organization has to take several strategies to be sustained in the competitive business world and also has to implement those strategies successfully. Performing corporate social responsibility or CSR is another way to be sustained in the competitive business world. Embark upon the change of weather as well as undertaking more to expand the ability to be sustained and supply productivity are foremost topics distressing all UK professional segments. The hospitality division has, to epoch, completed diminutive to reveal meaningful results to these contests. Premier Inn remained one of the first inns established in the UK in order to attain the respected Carbon Trust Standard, representing Whitbread's pledge to flattering an accurately squat carbon and supportable professional in the societies in which it works. Premier Inn hungers to organize more to yield on the sustainability trial. This is vigorous for the forthcoming of our segment that improved customs of undertaking belongings ought to be set up. Whitbread underway development a all-inclusive as well as full-bodied corporate social responsibility approach 2 years previously and fairly 1 year past in December 2009, we propelled the enterprise and remained prepared to obligate to specific goals. Premier Inn demands this Good Together in addition this is its corporate social responsibility program to convey all of its discerning and accomplishment on sustainability in addition to conservational concerns organized. Accommodating The Impending of Bearable Hospitality Deliberation is fragment of our retort to functioning by means of the diligence, its stream chain, our system as well as our contemporaries to catch new explanations to public trials. In the year of 2009, Premier Inn propelled its Corporate Social Responsibility program namely Good Together in order to assist our individuals; patrons as well as supply chain cohorts mark constructive variations to the way we labor. At hand are 3 supports which support this program Team and Community, Customer Wellbeing and Environment. Environment Premier Inns motto is to mark survives improved for all and sundry by minimizing our effect on the atmosphere over and done with carbon, water as well as waste programs. As a portion of its carbon minimization program we wish to study how considerable carbon is rooted in our supply chain, so in the year of 2011 we operated along with the Carbon Trust as well as our supplier Hypnos in order to plot the carbon trail of one of our crucial yields, our Premier Inn bedstead. We realized that it appropriated 103kilogram CO2 to produce one of our typical bedstead, which comprises all the ingredients, manufacturing, circulation and conclusion of lifecycle. It is the identical quantity of carbon as it receipts to produce 80 liters of renewed orange liquid! By means of performing organized on this venture they have become capable to stake their knowledge in vigor controlling as well as minimization with Hypnos, who have at present mounted different vigor tempos at their Long Eaton workshop where our bedstead are produced. These possibly will observe the vigor recycled in manufacturing our bedstead and assist effort down vigor stages. Recommendation The hospitality industry in the UK has an indispensible part to show in increasing cognizance of sustainability: while clients ought to perceive and touch no variance in their practice, the occasion ought not to be unused in updating individuals and toting assessment. Consumers care: there is a new definition of luxury emerging in the market and this is not about consumption and quality but about efficiency and quality. Increasingly, guests expect all hotel/leisure providers to provide the quality they expect (at the price they expect) but to do so by being smart on efficiency and use of resources. More needs to be done to break the link between luxury and wastefulness and excess so that luxury is repositioned as quality through efficiency;

Conclusion In this assignment marketing functions of Premier Inn have been evaluated. Premier Inn is one of the giant hotel chains in the UK. It has around 600 hotels all over the world. However, the hotel is not a very old; rather it is nearly one year old. During this very short period of time, it has become one of the favorite brands of hotel for the commercial travelers. The company is a segment of Whitbread, which is one of the giant hotel and restaurant group operating market most important businesses in the reasonable hotel and bistro sectors. Premier Inn is operating its business very successfully with effective marketing strategies.

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