STRATEGIC MARKETING

Strategic Marketing and Its Operations in Hotel with Focus on Premier Inn Restaurants within the United Kingdom



CHAPTER 1: INTRODUCTION

Introduction

This chapter presents an introduction to the report followed by a discussion to highlight research problems. In addition, a background is provided to explain the importance of the subject. The presentation will result in a formulation of the Research questions and the purpose of this study. Finally, disposition of this dissertation.

This project examines the process of strategic marketing and its operations in hotels with focus on Premier inn restaurants within the UK. The report assesses the strategic marketing processes that are related t? both customer retentions and the management of hotel as a whole. Customer retention is assessed relative t? the impact, which the strategic managent has on such organisations, emblem believe and emblem attitude. Strategic Marketing is furthermore assessed in relative t? the antecedents ?f restaurants performace service value and seen value. This study presents the impacts of strategic marketing within the UK hospitality and tourism industry with a focus to Premier inn restaurants. It also presents an evaluati?n ?f the c?nnecti?ns between the dimensi?ns ?f hotel restaurants seen in service quality.

1.1 Background Of The Study

The study attempts to enquire the general condition of Premmier Inn's performance and encompasses the comp?nents that leverage sound marketing strategies. Furthermore, the impact of such strategies on hospitality industries will be enquired. The strategic marketing streamlines organisation with a vision and mission to grow in business, satisfy customers, respond to changing industry and market conditions.

1.2 Research Objectives

Attaining a high level of positive strategic marketing is a significant focus of every business enterprise, especially in the hospitality sector. It yields a reasonable business growth and organization standard or setting a pace for other organization to follow. Through attained satisfaction that consumers can continue using products or communicate its benefits to others increasing consumer base. This focus cuts across industries expand with more hotel restaurants opening and expected to continue. The British Hospitality Association (2009), claims continues to use of them will be highly dictated by service delivery and customer satisfaction with services rendered. The following report presents the findings of a study evaluating the impacts of strategic marketing in UK hospitality and tourism industry using the Premier inn restaurants as a case study.

The significance of this study lies in the exploration of the market strategy elements that incluse market segmentation, target marketing, and product development within the UK hospitality. Furthermore, tourism industry examining marketing strategies used by Premier Inn restaurants will be relevant to both the administration and the society.

1.3 Research Questions

Hotels and restaurants have not responded satisfactorily to the demands of hospitality industries owing to lack of strategic marketing management and staff training service quality. Therefore, the purpose of the study is to evaluate the various impacts of strategic marketing, customer's expectations, the organization's hopes and standard in the face of competitors. Apart from that, perceptions of service provided by the restaurants in the UK will be ...